Coregeo® is celebrating after its Pink Lady® and Tenderstem® brands were named among the best in the business in the first UK Fruit & Vegetable Awards presented by Fresh Produce Journal (FPJ).
Coregeo® received a hat-trick of third place awards in the pan-industry fresh produce awards, with Pink Lady® taking third spot in the Product or Packaging Innovation Award category and again in the Digital Initiative category. Tenderstem® completed the triple success in the Best Marketing Campaign category.
Andy Macdonald, Managing Director of Coregeo®, said: “To be named among the very best in the business by our own industry peers is an exceptionally proud moment for all the team working on the brands at Coregeo®. Our brands continue to go from strength to strength and this level of recognition provides a great springboard for our 2016 sales and marketing plans.”
Product or Packaging Innovation Award – 3rd
In July 2015 Pink Lady® launched Pinkids® in the UK in Asda stores nationwide, as part of a wider Snackisfaction marketing campaign. Pinkids® is a sub-brand with packaging designed for and targeted specifically at parents buying smaller snack-size apples for their children.
Digital Initiative Award – 3rd
The 2015 Pink Lady® Snackisfaction integrated campaign had a strong digital delivery bias incorporating online competitions, e-newsletters, Twitter-based Tweet to Eat experiential activity as well as dedicated social media advertising and digital display advertising at key sites. The digital campaign exploited the opportunities for social engagement with the brand with strong commercial results, including a rise in sales of Pink Lady® apples, growth in website visitors and significant increases in Facebook Likes and Twitter followers.
Best Marketing Campaign – 3rd
The Date Night Campaign for Tenderstem® was developed to increase brand awareness and understanding, encourage trial and repeat purchase, develop the personality of the brand and increase online shareability. A social media campaign reflected the humour and language of online dating with themed competitions and shareable social content while news angles focussed on the differences between men and women when it comes to eating vegetables. Date Night-inspired recipes were created using eminent bloggers and 'Meet Your Perfect Match' experiential cooking events were also staged. The campaign saw sales of Tenderstem® increase by 17 per cent to July 2015, with the brand now the fourth largest within the produce market. Website visitors quadrupled and Twitter engagement rose by 250 per cent during the campaign period. The media coverage and Date Night blogger liaison reached more than 4.5 million people.
