Branded apple Pink Lady has partnered with new Drew Barrymore rom-com How to Be Single through an on-pack competition to win weekends away.
Featuring on three million packs of Pink Lady apples, the competition will offer five luxury weekends away in European cities, including Paris and Budapest, along with movie hampers for 20 runners up.
The giveaway will appear on packs in Asda, Morrisons, Tesco, The Co-operative, Aldi, Lidl, Iceland, Costco, Budgens and Ocado from 18 January to 21 February.
Michelle Toft, Coregeo chief marketing officer, hailed the tie-up as “an exciting new step for the brand”.
“This partnership with Warner Bros. is an exciting new step for the brand, and we felt the new film was a great match for Pink Lady,” she said. “We’re confident that the on-pack competition will prove popular with consumers and start 2016 with a bang.”
This is the fifth year Pink Lady has run a major national on-pack promotion across UK retailers with the competition growing larger and larger each year.
Last year saw 21,000 entries resulting a 15 per cent uplift in sales across the promotion period.
Alongside Barrymore, How to be Single also stars Fifty Shades of Grey’s Dakota Johnson and Pitch Perfect’s Rebel Wilson. It is out in cinemas on 19 February.
