Pink Lady reached nearly 9 million people on Monday with a strategic advertising campaign to coincide with Valentine’s Day. A classified-style advert appeared in The Sun, The Daily Telegraph and The Daily Express in both black and white and colour featuring the strapline “Pink Lady apples - you’re so tasty”.
Marketers of the apples have also joined forces with Fitness First health clubs this month to inspire people to get fit. The Pink Lady challenge runs until March 10 and encourages members to increase their gym attendances to be in with a chance of winning a top-of-the range Suunto wrist-top computer to help monitor their fitness training.
The activity, which is running across each of Fitness First’s 145 outlets, is being promoted by 600 Pink Lady branded posters and 20,000 branded activity cards. A series of Pink Lady/Fitness First competitions will appear in regional newspapers offering readers the chance to win a year’s gold membership with Fitness First health clubs. There will also be an opportunity for members to sample Pink Lady apples at the gym.
Andy Macdonald, Director of Coregeo Ltd, UK marketers of Pink Lady said: “Pink Lady® has a strong relationship with Fitness First, the UK’s largest gym chain. Over the last three years the Pink Lady® challenge has offered gym-goers an incentive to maintain their new year’s resolution to keep fit. We want to continue to build on the success of the Pink Lady Atlantic row by sending out more positive messages about on the role of apples in a healthy lifestyle”.
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