Tesco and Pink Lady® have announced that they are donating over £64,500 to Cancer Research UK after sales of its co-branded Race for Life tray packs led them to exceed their fundraising target.
Pink Lady® apples created a bespoke tray pack in collaboration with Tesco. The packs were on sale in Tesco stores nationwide from 3rd March to 6th April. 25 pence from the sale of each pack was donated to Cancer Research UK. In total, over a quarter of a million packs were sold. The popularity of the packs meant that the initial target donation of £50,000 has been exceeded by 29%.
The launch of the pack was promoted through the brand’s consumer newsletter which is received by the 57,000 members of the Pink Lady® club, as well as across its social media channels. A full page advert promoting the activity was also placed in the Tesco magazine.
Pink Lady® is further supporting Cancer Research UK as champion sponsor of the Race for Life series for the second year running, and are helping to recruit 540,0000 women to take part via raceforlife.org. The branded Pink Lady® tent, mini and photo wall are at Race for Life events up and down the country this summer. Pink Lady® ambassadors will be handing out chilled Pink Lady® apples and supporters’ flags from the tent where free Wi-Fi will be available for participants and supporters so that they can share their race-day pictures online.
Tim Battey, Top Fruit buyer at Tesco comments:
“We were thrilled that the packs received such high levels of support allowing us to exceed our target donation considerably and make a contribution to a charity that is important to both Tesco and Pink Lady® consumers”
Michelle Toft Marketing Manager for Pink Lady® in the UK comments:
“The activity allowed us to engage with our customer base, particularly through social media, and demonstrate that the brand’s values are aligned with theirs.”
Sam McAllister, Senior Sponsorship Manager at Cancer Research UK comments:
“We’re delighted to have achieved such a fantastic fundraising total in partnership with Pink Lady® and Tesco. By working together we’ve shown that Tesco customers have a real appetite to support both Race for Life and our life saving research into all 200 types of cancer.”