Sainsbury’s is hoping to drive Pink Lady sales with a link to on-line gift experiences company buyagift.co.uk in an on-pack promotion.
The promotional activity was created by Chingford Fruit Packers and produced by labelling firm Leading Edge and features on pre-packed poly-bagged apples.
Customers can claim a 10 per cent discount from buyagift and are also offered the chance to win one of 40 luxury spa experiences or a racing-driver day out.
As well as point-of-sale, display-talker promotional material and shipper units in selected stores, the offer also appears on Sainsbury’s milk.
“Pink Lady has achieved excellent growth in recent years but there is still significant opportunity to increase sales further through driving penetration,” said Chingford’s Michelle Absalom. “By linking with buyagift.co.uk we are able to offer relevant, aspirational prizes along with providing a something-for-everyone offer for Pink Lady customers.
“We specifically selected an instant-win label to go on-pack as consumers are already familiar with this type of mechanic and appreciate the immediacy of peeling open, scratching the panel to reveal if they are a lucky winner.
“This type of mechanic is not only an excellent way to create excitement but also reward our loyal customers.”
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