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EU: 2013 year of digital communications for Pink Lady

In 2013, Pink Lady® is putting digital marketing at the heart of its communication strategy. Pink Lady® is starting out the year by launching the apple’s new website, totally redesigned and brimming with new functions:

  • Reports direct from our orchards and packaging stations, to illustrate just how much care constantly goes into the apples
  • Web TV direct from the Pink Lady® kitchen, regularly updated with new videos featuring recipes based on Pink Lady®



In addition to the website, Pink Lady® is developing its digital environment on the social networks and video and photo sharing sites. An efficient community management system, combined with attractive competitions on the Pink Lady® Facebook page, not only creates a special, close relationship with consumers but also increases the number of fans the apple has: 57,000 fans now on Facebook (+ 980% in 6 months), 33,400 subscribers to the Pink Lady® newsletter, 17 400 monthly visits to the Pink Lady® website, 23,000 players, 217,000 pink points distributed, 15,104 views of the Pink Lady® YouTube channel



Another bg new feature in 2013: the launch of the Pink Lady® Loyalty Club. A multi-channel collection programme like none other in the agri-food sector, rewarding consumers for buying pre-wrapped trays and mini-bulk trays of Pink Lady® from European points of sale and using the pink points earned to obtain attractive prizes (KitchenAid food processor, moulds, aprons and more) in the website’s new shop that will be enlarged

3 ways of collecting Pink points
  • Buying pre-wrapped trays / mini bulk trays (by registering the purchase on the Pink Lady® website, in the section dedicated to the club)
  • With the Pink Lady® competitions (that enable players to win from 10 to 3,000 Pinks)
  • By actively participating on the Pink Lady® website (adding a recipe, liking an article)
  • on a regular basis with new items in line with the brand’s values, convenient for use with apples.
  • This multi-channel programme also provides for the possibility of rewarding the most active fans for participating on the website (suggesting recipes, comments etc.), as well as the participants in the consumer competitions on the Pink Lady® Facebook page.
Placed at the centre of the brand’s communication strategy, Pink Lady®’s digital environment now rewards consumers for purchases in retail outlets, recruits new fans of the apple and maintains a special, rewarding relationship with them.

For more information:
Sofia Pizzo
Pink Lady Europe
Tel: +33 (0)4 90 11 91 72
Mob: +33 (0)6 65 78 83 22
[email protected]
www.pinkladyeurope.com
Publication date:

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