In March, at the start of physical distancing in the UK, Pink Lady® apples reached out to consumers through its social media channels to ask people what kind of content they would be looking for during ‘lockdown’. The results include a series of videos designed to help fans find moments of relaxation and enjoyment at home during this stressful time.
The content was preceded by a successful social media competition in early April which saw the number one fresh produce brand in the UK team up with lifestyle brand Oliver Bonas to give away 50 ‘at home’ hampers, packed with goodies to create a calm, relaxing space in the home. The competition had over 3,000 entries.
The ‘Indoor Pursuits’ campaign showcases how-to videos exploring Pilates, fashion, reading, beauty and gardening and includes guides to looking after houseplants, advice on positive reads to lift your spirits and seven days of stay-at-home fashion.
Kyla Flynn, PR and Social Manager for Pink Lady®, said: “We’re pleased that people engaged with us when we asked them what they would like to see from the brand. It has been such a tough time for so many people, our aim was to offer a little respite with some comforting and positive pursuits that anyone can enjoy. The experts we chose to work with did an amazing job.
“The reaction to this very specific campaign has been overwhelmingly positive and it has been heartening to find that consumers see the Pink Lady® brand as one they can embrace and that has the potential to add value beyond enjoying one of our delicious apples.”
The Pink Lady® Indoor Pursuits campaign can be viewed at the brand’s YouTube and IGTV channels.