The Pink Lady campaign will crank up a gear after the Christmas festivities with an exercise programme running exclusively in one of the UK’s most popular women’s weeklies.

The new promotion will launch in the Christmas issue of the high-circulation title featuring a premiership footballer’s girlfriend. There will be a link to pinkladyapples.co.uk - the revamped website for the speciality fruit - and recipes and competitions.

“The fitness regime will be a big thrust for us in the new year,” said a Pink Lady campaign spokeswoman. “We can’t say too much at this stage as we have an exclusivity contract with the title in question, but it will be very exciting.”

This latest activity continues the Pink Lady aim to target “the modern-day Eve,” said Andy Macdonald of Coregeo, the Pink Lady licensor in the UK. “I am a great believer in pr which is why we are committing more funds to this sort of activity than to straight advertising. We have a very aggressive campaign in action, for example with Pink Lady being chosen as the official apple of the London Marathon.”

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