Pink Lady® expands into lifestyle areas with music and reading campaigns

caroline sensational reads

Pink Lady® apples UK has unveiled its latest communications campaign, which explores reading and music as key interest areas for its consumers.

Following research conducted by the premium apple brand, which revealed that consumers who buy Pink Lady® apples list reading and music as their primary hobbies, Pink Lady® has launched a brand-new campaign called ‘Feel the Wow’.

The campaign sees Pink Lady® team up with novelist and journalist, Caroline O’Donoghue, who has curated ‘Pink Lady® Sensational Reads’ – a list of eight recommended books which all feature food in different ways. The brand has created a series of short videos featuring extracts from each book and insights from Caroline about why she selected them to be Pink Lady® Sensational Reads. The videos will be promoted with social advertising across the brand’s platforms over a three-month campaign period.

This campaign has also seen Pink Lady® team up with Mirabeau en Provence wine to execute a series of gifting and competitions for Instagram influencers and fans of the two brands.

Pink Lady® has also created a music campaign, collaborating with influencers to curate a ‘Feel the Wow’ playlist, which is now available on Spotify. The campaign saw influencers being asked to contribute and tell their followers about songs that make them feel amazing.

Kyla Flynn, PR and Social Manager for Pink Lady®, said: “We are thrilled to have launched this lifestyle campaign, which was created especially with our customers in mind. Reading and music both have the power to lift your mood and make you feel amazing, which has brilliant synergy with the way people feel when they eat a Pink Lady® apple.

“Our list of Sensational Reads and our Feel the Wow playlist have both been carefully curated to appeal to our fans. Our book club showcases a line-up of diverse female authors and books old and new, and our playlist features a little bit of everything, from 50s rock and roll to reggae and recent chart hits. We’re confident that this campaign will be well-received and will deliver on our intention to surprise and delight Pink Lady® fans at every opportunity.”

Sophie Bellard, Content and Activations Manager at Mirabeau said: “We were really happy to team up with Pink Lady® on their reading campaign. A good book and a gorgeous glass of Mirabeau rosé really are the perfect partnership in summertime.”

Pink Lady® apples

About the Author:

Pink Lady® is recognised as #1 apple brand in the world and is owned by Apple and Pear Australia Limited (APAL).