For many years now, St. Valentine’s Day has been an important date for the brand, which carries out a large amount of communication actions and promotions.
The company has started up the “Lucky Lover” game that can be accessed from its web site from the 11th of January to the 14th of February.
The new idea is inspired by “scratch cards” that guarantee a moment of fun. In the game three patterns appear, in which there are six hearts to scratch off and only two can be chosen. If you uncover 2 Pink Lady® apples, different prizes can be won: mini speakers, luxury Laguiole knife sets or a pair of top-brand bathrobes. There will also be a prize draw of a romantic trip for two. Using the social networks and appearing on all the different packaging (tray label + sticker for loose fruit), the game will be, for the first time, available for Smartphones and tablets.
The second important moment for the popular apple comes in between weeks 5 and 6 on television. Through the small screen, the brand will be present in France, Germany, Italy, Spain, Belgium, Denmark, the Netherlands, Ireland, Austria and Portugal, with the exception of Sweden, where there will be a poster project. This second communication campaign is expected to reach over 250 million contacts.
On the large retailers’ shelves. Regarding trade marketing, the company’s team has multiplied its creativity to implement over 160 operations on the 14th of February all over Europe. Hundreds of leaflets, games for consumers and entertainment days will be on the supermarket shelves.
Another of the new features is on the way with the help of the famous pastry chef Christophe Adam, who will make a mini tatin, which combines apple with vanilla and orange. The sweet, in a limited edition, may be tasted at the Water Bar Chez Colette in Paris. A dozen desserts will also be raffled, using a competition placed in both women’s and cookery magazines.
Miss Chef®. Last December, the company launched its new flagship Miss Chef®: apples that are 100% devoted to cooking and pastry cooking.
Miss Chef® benefits from a unique positioning on the market and has been specifically created to give value to the organoleptic and culinary qualities of the Cripps Pink variety and for the volumes that do not respond to Pink Lady’s® technical specifications.
Miss Chef® intends to seduce cuisine professionals and pastry chefs, with a single goal: becoming the reference point for quality/flavour in the segment.
The product is available in large supermarkets in bags containing 6 pieces of fruit with a removable sticker that includes an exclusive recipe. In a few months’ time, we will also find them on trays, inspired by a cake tin shape.
Miss Chef® is being marketed on 50×30 trays, for 8 and 12 kg.
The Miss Chef positioning choice is backed up by the natural disposition of this apple for cooking (sugar/acidity balance, texture, aromatic intensity, cooking support).
