We have been helping Pink Lady® celebrate 30 years of wow with a series of celebratory activities for customers.
It’s been three decades since the market-leading apple brand, Pink Lady®, first appeared on UK shelves. Widely recognised for blazing a trail for brands in the fresh produce category, Pink Lady® was first brought to the UK in the 90s by master licensor, Coregeo®.
The first ever consignment of Pink Lady® apples, weighing six tonnes, was sold to Marks and Spencer in 1992. 30 years on, Pink Lady® apples has a market share of 22%* in the UK, whilst being internationally recognised in the fresh produce sector.
Marking the occasion
To mark the milestone, we have been helping Pink Lady® celebrate 30 years of wow with a series of celebratory activities for customers.
This summer, we launched a nationwide on-pack promotion across the UK, giving people the chance to win hundreds of prizes instantly over 30 days. The promotion ran via an on-pack QR code where consumers could scan and play to win instantly, with prizes including plant and makeup subscription boxes, RHS memberships, a pizza oven and branded Pink Lady® deck chairs. For each day they played, entrants were also automatically entered into a prize draw for a chance to win one of three ‘wow weekend breaks’ in either the UK or Europe.
The promotion was endorsed on Pink Lady®’s website, and was supported by organic social, social media advertising, and direct mail to the brand’s 148,000-strong database of subscribers. The competition received a record 67K entries.
Lynn Shaw, marketing manager for Pink Lady®, said: “Over the past three decades, Pink Lady® has won the hearts of so many consumers, so we wanted to give something back to our loyal fans and invite them to join us in the celebrations, as well as bringing in some new brand advocates via the promotion.”
Lasting impact
Another aspect that we dedicate a lot of attention to is our charity partnerships, which cement all of the reasons consumers love the Pink Lady® brand.
Pink Lady® is a proud supporter of FareShare, the UK's national network of charitable food redistributors, aimed at relieving food poverty and reducing food waste in the UK. The brand executes annual campaigns to donate apples to the vulnerable communities helped by FareShare.
This year, Pink Lady® reached the landmark donation of 1 million apples – the equivalent to more than 300,000 meals, helping over 2,900 charities within FareShare’s distribution network. This achievement led to Pink Lady® securing FareShare’s ‘Leading Food Partner’ status.
Pink Lady® is also the headline sponsor for the prestigious Pink Lady® Food Photographer of the Year, now embarking upon its 12th year of celebrating the best in food photography from across the world, which also supports Action Against Hunger, the global organisation committed to ending world hunger.
*Kantar data, 7-Aug-22, 52-week data.
