The Pink Lady apple brand will celebrate its 21 year anniversary in the UK market with a special on-pack promotion for consumers.
Buyers of the apple variety, which was originally bred in Australia, will be able to enter a 21 prize giveaway, with a new prize given away daily over a 21 day period between 12 July to 1 August. Prizes include a trip for two to New York and a week-long family holiday in Tuscany.
'Our 21st birthday is a perfect opportunity to celebrate the success of the Pink Lady brand with our customers and, of course, to further boost awareness and sales,' saidMichelle Toft, marketing manager for Pink Lady's UK division.
Pink Lady apples first arrived in the UK market back in 1992, with a shipment of 500 boxes. Andy Macdonald, MD of Coregeo, the firm which licenses and markets Pink Lady apples in the UK, says it now sells in excess of 3.5 million boxes every year.
He said: “Since entering the UK market in 1992, Pink Lady has enjoyed impressive success, having carved out a market share of 11 per cent - making the apple one of the top three by value in the UK.
“We’re particularly proud of the sales gains and household penetration increase we have made during the challenging economic conditions of the last couple of years, during which time sales and penetration of other apples have been falling.'
Promotional packs of Pink Lady apples – each containing a unique code in order to enter the prize giveaway – will go on sale in the likes of Tesco, Sainsbury’s, Morrisons, Waitrose, Co-op, Aldi, Asda and Ocado from 1 July. Consumers can enter their unique codes at a dedicated website.
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