The new campaign marks an important shift: going beyond the fruit category to establish itself as a lifestyle brand within the fast-moving consumer goods universe, with a positioning that is “more than premium: iconic”.
A unique sensory experience that becomes brand value
At the heart of the strategy lies the experience of biting into a Pink Lady® apple: crunchy, juicy, and unmistakable.
A simple, universal gesture, expressed with ease and confidence: the freedom to bite into an apple and be surprised by its flavour, without worrying about the sound or the juice that might splash.
An authentic pleasure capable of transforming fruit consumption into a daily act of wellbeing and positivity.
From this bold statement comes the new claim “Very crunchy, very juicy, very cool”, inviting consumers to rediscover the sensory pleasure that has turned Pink Lady® into an icon. The goal is to revitalise interest in fruit, bring back charisma, emotion and creativity, expand consumption moments and reinforce the value of the category for retail partners.
A brand that inspires and elevates the category
“With our new campaign ‘Very crunchy, very juicy, very cool’ we are redefining the codes of fresh produce. We transform the apple into more than a fruit: into an object of desire that embodies a positive, modern and confident attitude. This campaign allows us to broaden our audience and build a deeper connection with young urban consumers, highly active on TikTok and attracted by sensory experiences like ASMR.
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“Beyond families—already strongly targeted within food advertising—we are opening the door to new consumption moments, especially in premium snacking, and positioning Pink Lady® as an iconic and ambitious brand that inspires love, preference and loyalty. Our ambition is also to do good in the world. Offering exceptional fruit that is healthy, flavourful and carefully grown means enabling everyone to eat better, but also to rediscover the pleasure of taste.
“In a world saturated with ultra-processed foods, we reaffirm a simple idea: pleasure can be natural. Pleasure can be healthy. Pleasure can be everyday. We believe fruit has a role to play in society: bringing back flavour, joy and vitality to our lives. And Pink Lady® proves it—an apple can be iconic, desirable and profoundly positive.”
said Cédric Modica Amore, Marketing and Communication Director of Pink Lady Europe.
An integrated media plan serving brand value
Signed by the agency Romance and directed by photographer and filmmaker Charlotte Abramow, the campaign adopts a contemporary and vibrant visual language. Through TV, radio, digital, social media and OOH, the communication plan ensures high visibility and a strong cross-market impact across Europe. TV spots, broadcast from 23 November in Italy, celebrate the confidence and light-heartedness of the Pink Lady® bite—symbol of natural pleasure and authentic coolness.
A European icon of positive snacking
Finally, with “Very crunchy, very juicy, very cool”, Pink Lady® reaffirms its ambition: to be the most iconic and desirable apple in Europe, bringing freshness, value and inspiration to every consumption experience.
