Like-for-like sales of premium apple Pink Lady were up 20 per cent year on year in April and uptake looks set to climb further as a new promotional campaign gets underway.
Andy Macdonald, MD of Pink Lady marketing company and licensor Coregeo, said: “It is no easy task, especially in the present financial climate, to have increased sales each month, and these figures show the strength of the Pink Lady brand.”
Its summer marketing campaign Reclaim the Sunshine this Lunchtime is a response to research by BT that shows stressed office workers see less sunlight during office hours than the average miner.
To redress the balance, Pink Lady has created the campaign to reflect the brand’s strapline - 100 per cent Sunshine in Every Bite.
A branded Pink Lady Mini Clubman will tour the UK for 10 weeks visiting offices and central business districts to recreate a summer picnic atmosphere, complete with a themed set including grass, deckchairs and a branded trailer from which Pink Ladysamples will be distributed.
A dedicated microsite - www.pinkladysunshine.co.uk - will support the activity by providing event and location details, as well as an interactive competition to win weekly prizes, in addition to a season-long grand prize competition to win a family holiday to South Africa.
Pink Lady will also promote the activity to the brand’s followers on Facebook and Twitter, as well as using it to engage with a new following online.
Macdonald said: "Consumers now expect more than simply seeing an advert in a magazine, or being offered the chance to win a holiday - they are looking for a true brand experience. Our summer campaign will provide multiple touch points for consumers, allowing the brand to build up a significant level of engagement.”
