The arrival of the first apples in the stores has been accompanied by an important marketing and communication plan.
The 2023 harvest of the pink apple par excellence has just finished in the Italian, French and Spanish orchards. In spite of a particularly warm autumn, with very heavy rainfall, Pink Lady® apples are showing optimum quality: deep colour, good sugar content, and excellent firmness.
A promising start
The first apples have already started to reach the fruit shelves in the most important hypermarket chains in Europe. And their marketing has started with great dynamism: +24 % apples marketed in the first two weeks of the campaign in Europe.
The main markets for Pink Lady® apples continue to respond very positively, with figures such as: +34 % in the United Kingdom; +28 % in France; and +18 % in Belgium. The wholesale markets have also started the season off with very good figures: +21 % in France, and up to +54 % in Spain. An ambitious start to the campaign that has been accompanied by several actions by the brand and impressive promotions in the stores.
This marketing plan has been launched simultaneously with the campaign in the media. In this way, Pink Lady® is going to be present on the radio, in the written press, and in the digital media in 10 European countries.
Seductive new developments
In the stores, they have proposed several new developments to seduce consumers and then to maintain their loyalty. A good example of this is the collaboration with two European artists who are proposing new designs for the reusable bags: the French painter Léa Morichon, and the German artists Zebu. These two new designs may be found on over 2,000,000 trays holding 2 kg of fruit. In addition to this, there is also a collaboration by PinKids® apples with the Trolls, taking advantage of the premiere of the film ‘Trolls 3’. This association will continue until March, 2024, and will involve almost 2 million trays, which will be customised with the colours of this cartoon franchise. In January, 2024, the gastronomic competition Pink Chefs starts, with a 360º marketing strategy at almost 10,000 points of sale in Europe. This event expects to bring together around 5 million consumers regarding creative recipes with which to taste Pink Lady® apples.
