Pink Lady® apples has partnered with The British Bee Charity to develop a new on-pack promotion called Bee Pink designed to inspire and delight consumers whilst helping to protect British bees.
The UK’s leading apple brand will be offering Morrisons shoppers the chance to win one of ten bespoke bee bundles and 150 runner-up prizes. The main prize bundle will include a Sophie Allport china bee mug, beeswax candle, beeswax lip balm (made with beeswax from The British Bee Charity), wildflower seed bath bomb and honey from The British Bee Charity along with an information pack on bees and the benefits of honey with the added opportunity to visit an apiary.
Each runner up from the competition will receive a Pink Lady® goodie bag and special jar of honey supplied directly by The British Bee Charity.
Inspired by the Bee Pink competition run by Pink Lady® Europe, the UK promotion will be featured on every pack of Pink Lady® apples in Morrisons for two weeks from 19th April. Consumers can be in with the chance of winning by entering the competition on the Pink Lady® website via instructions communicated on the on-pack sticker.
Pink Lady® UK trade marketing manager, Julie Criddle, said: “We are always looking for new and engaging ways to bring our consumers closer to our beloved apple. Thanks to the impact of bee pollination in our Pink Lady® orchards across the Northern Hemisphere, our apples are able to develop and produce the sweet taste and crisp crunch that our fans have come to know and love.
“Our aim with this promotion is to educate and inspire consumers with some lovely prizes which celebrate British bees while also helping to support an important cause.”
Pink Lady® Europe trade marketing manager UK & Ireland, Julie Maillard, said: “The apple growers producing Pink Lady® apples are committed to eco-responsible orchards and the production of this variety requires substantial expertise. Pollinators, and notably bees, play an essential part in the pollination of apple blossom and their transformation into fruit. That’s why we created the Bee Pink® campaign in partnership with agricultural and beekeeping experts, with a view to sharing best arboricultural practices and protecting bees. We’re partnering with The British Bee Charity to offer 10 lucky winners the chance to adopt a hive and visit a beautiful apiary, whilst giving 150 runners up a delicious jar of honey and Pink Lady® goodies to enjoy.”
Mark Booth, Morrisons buyer, added: “This competition provides our customers with an exciting opportunity which we’re confident will be really well received by Morrisons shoppers. We are pleased to be able to exclusively offer Morrisons shoppers this unique prize, which also has such a positive environmental message.”
