Pink Lady® was proud to play a small part in the Kingdom of Saudi Arabia’s (KSA) modernisation when the brand became one of the first in the region to hire female promoters for in-store sampling events.
Aimed at driving brand awareness for Pink Lady® in KSA and building healthy relationships with retailers, sales staff, customers and local distributors, 45 sampling sessions were held across 15 retail stores during September.
As part of the Kingdom’s plans to empower women, women have only very recently been legally permitted to register for work with the public in this type of promoter capacity.
“I liked working with Pink Lady® …it gave me the opportunity to talk about health benefits and cooking methods,” said 28-year old promoter, Ghaliah Mohammad Al Shelh.
“Hearing the feedback from female promoters was a real highlight, “ said Sue Hilgermann – Marketing – LucaZara, Agent for Pink Lady® in the Gulf States, “Many told us how much they enjoyed working with Pink Lady® because customers were so enthusiastic about the taste.”
Culturally appropriate uniforms were created and rolled out as part of the in-store activation which resulted in up to 16% conversion rate in some stores and some 1070 kg of Pink Lady® sold in stores during sessions.