Apple brand has enlisted the help of comedian Judi Love to take on the ”lunchtime taboos that dominate UK offices”
In the UK, Pink Lady has announced a new collaboration with comedian and presenter Judi Love as part of its new ‘Empower Your Lunch Hour’ campaign.
The market-leading apple brand has enlisted the help of Love to take on the ”lunchtime taboos that dominate UK offices”, as revealed by new research from the brand.
The poll, conducted by Pink Lady and surveying 2,000 office workers, found that 81 per cent of office workers admitted they wouldn’t eat the same foods at work as they do at home.
Some 57 per cent felt self-conscious about eating something perceived as ‘unhealthy’ for lunch when surrounded by colleagues who are eating healthily, while almost half (49 per cent) said judgement from others impacted their lunch choices.
Pink Lady found 45 per cent admitted to critiquing their coworkers’ meals, while over half of office workers (55 per cent) worried that their coworkers would judge the size of their lunch.
To bring the campaign to life, Love features in video content that ”puts her signature comedic spin” on the topic of lunchtime etiquette, whilst encouraging Brits to do their own thing and shake off judgement when it comes to their lunch choices.
“Fuelling ourselves when we’re busy at work is important so in my humble opinion, that plate should be filled,” Love stated. ”When I’m on set, we work long days – it’s not as glamorous as it may look. Having nutritious, satisfying meals is key to me being on my A-game.”
The campaign – which Pink Lady said would leverage social advertising, editorial coverage and appear on Judi Love’s social channels – comes as the fresh produce brand targets office workers and the lunchtime meal occasion to increase frequency of purchase and recruit new shoppers into the brand.
Recent Kantar data revealed that Pink Lady had another strong year, with both volume and value growth for the brand performing ahead of the wider apple market.
Pink Lady’s volume sales were up 14 per cent year-on-year, with value up by 9 per cent, attributed to its marketing, brand and retail initiatives bringing more consumers into the brand, with penetration up 10 per cent year-on-year.
“We’re delighted to have Judi Love star in our latest campaign,” said Lynn Shaw, senior marketing and communications manager at Pink Lady UK.
”Our research highlights how many unwritten rules office workers feel pressured to follow – but Judi’s relatable humour is the perfect antidote, inspiring people to embrace their individuality when it comes to work lunches.
“As a brand, our goal is to own the lunchtime occasion, and this campaign will help make Pink Lady synonymous with lunchtimes – with Judi Love bringing the spirit and fizz of the Pink Lady brand to life.”
Love added: “I’ve loved having lunch with Pink Lady. One of my favourite mottos is ‘laughter is healing’ – so it’s been great to bring some humour to a topic we all secretly relate to.
”We really want to encourage people to shake off the pressure to conform and reassure them that it’s okay to do things a bit differently sometimes!”
