Good harvest
Growers of the Pink Lady® Europe Association are predicting an excellent season this year, with a harvest forecast of more than 220,000 tonnes, representing a 5 percent gain in tonnage over last season. This trend is part of a global apple market down to 10.2 million tonnes. To date, Europe's apple harvest potential looks set to be one of the smallest in the last 10 years.
An essential & arty trade show
Pink Lady continues its minimalist stand concept by offering maximum visibility to an artist's work around the Pink Lady apple. This year, Italian designer Francesco Poroli has been given total freedom to share his vision of the apple. He has signed the stand design as well as the tote bags that will be distributed. In his manifesto, Francesco Poroli expresses the essence of his design: "The concept behind my design for Pink Lady is to illustrate how there's a whole world behind a simple apple. In this virtuous ecosystem, everyone plays their part, a metaphor for the unity and sustainability essential to the whole world."
Disney partnership
One of the novelties of this campaign launch will be the presentation of a new license for the brand. This season, Pink Lady joins forces with Disney. The partnership will be twofold, with PinKids collaborating with The Lion King, and Pink Lady with the iconic Mickey Mouse license. A partnership that makes sense: the coming together of two strong, premium brands, adored by families and sharing the same enduring values.
This season will be punctuated by a range of tools and activations to maintain Pink Lady's leading position in Europe. The flagship promotional operations Adopt a Tree, Pink Chefs, and Bee Pink will be renewed with a new artistic direction to continue to create ever closer links with consumers, while highlighting the brand's values and commitments. Events and tastings will be stepped up at points of sale throughout the season to increase the brand's visibility and attract new consumers. Partnerships with local chefs and influencers, as well as two media campaigns for November and February, are also on the agenda to support the brand's ambitious objectives of recruiting new consumers, building loyalty and increasing brand awareness to support its evolution.
The aim is to maintain the same growth momentum as 23/24, and to continue to progress in terms of penetration (+0.5% on average) and frequency of purchase (+0.2% on average) in particular. Recruiting and nurturing the brand in consumers' minds will therefore be 2 major challenges for this season. To contribute to this, Pink Lady will remain firm on its sustainable commitments to production, quality, and the collective. The brand remains committed to preserving biodiversity and reducing the carbon footprint generated by the industry, issues which are now 100% integrated into consumer expectations.
For more information:
Julia Savin & Daphné Annino
Pink Lady
Av. Louise/Louizalaan 367
1050 Brussels
Tel: +33 06 20 67 67 15
[email protected]
[email protected]
www.pomme-pinklady.com