The team at Pink Lady Europe (PLE) have been running various campaigns and new events to coincide with the southern hemisphere season including:
A new wave on TV
Pink Lady® branded promotions appeared on TV screens for a two-week period in June via national and digital channels in six countries: Germany, Belgium, Netherlands, Ireland, Norway and Denmark.
The advertisements reached 60 million viewers with approximately 60 per cent of target consumers seeing the content. PLE Chargée de Communication Julia Savin said the coverage was fantastic and supported their ambitious southern hemisphere season promotional goals within the first weeks of the season’s launch.
Sparking consumer interest
In July the Pink Lady® brand supported a crew of four European skippers (from Belgium, Germany, France and Italy) in the Tour Voile 2018 sailing competition in France. The event reflects the apple industry’s values and brought great visibility to the Pink Lady® brand.
From 22-24 June, the Pink Lady® brand reached 60,000 Austrian consumers on a stand at the Donauinselfest festival in Vienna, with promotional staff offering tastings and distributing tote bags and leaflets, 60,000 contacts were made at the event.
The Pink Lady® van made stops in shopping centre car parks throughout Germany in Frankfurt, Munich, Cologne and Hamburg during public screenings of the World Cup between 15 June-15 July. Nearly 75,000 consumers were able to relax and enjoy samples.