Pink Lady is expected to reach 150,000 tonnes this season, which represents an increase of 19% over the previous year. As pointed by sources from this club variety, the autumn's mild weather conditions have delayed the start of the harvest so as to ensure a good colouration.
For the start of the campaign, the brand is launching a game that will run from 17 November until just before Christmas. It will be accessible via the web (www.pinkladyeurope.com) and all packaging formats (single sticker on the loose apples and labels on trays).
Promotional campaign
Following the actions planned for this season, Pink Lady wants to tell its history through a new corporate communication scheme, designed to lay the foundations of the variety's ethics, structured around three pillars: people, time and soil. The goal of this new campaign is "to promote its values, explain the need for its production and its environmentally responsible model, its philosophy of sharing economic progress and the notion of time (an apple with a longer growing season).
This season, the brand will be very dynamic in terms of presence and promotional activities, both on the web as well as in the media and on the shelves. In addition to the game intended to attract new consumers, other actions will include a loyalty card, discount vouchers and the creation of a shopping bag designed by Agatha Ruiz de la Prada, amongst others.
Source: EuroPress