Pink Lady® has launched an eye-catching new branded pack into Tesco, designed to encourage consumers to keep their Pink Lady® apples in the fridge so that they stay fresh and crisp for longer.
From January onwards, Pink Lady® apples’ new fridge-tray packs became available in 1500 Tesco stores around the country. The unique design aims to inspire shoppers to engage with the brand in new ways –showcasing seasonal recipe ideas, competitions and brand activity.
The launch of the fridge-tray was celebrated with a giveaway which was promoted on-pack between 6th and 22nd January. Promotional packs directed consumers to a dedicated microsite on the Pink Lady® website – www.pinkladyapples.co.uk/tescofridgetray – where entrants took part to win a top-prize of a week-long trip to the South of France. A further 10 runners-up prizes of hampers containing wine, cheeses and apples were also offered.
The giveaway was advertised in a prominent spread in the Mail on Sunday, in the Daily Mail’s Femail supplement and online at www.dailymail.co.uk during launch week and was supported by the brand’s social feeds.
The prize package was chosen to highlight Pink Lady® apples’ provenance – which are grown in the South of France, as well as in various other renowned wine growing regions around the world. Pink Lady® apples require very similar growing conditions to wine grapes and so the orchards often sit alongside vineyards.