Stemilt Growers is to launch a new retail marketing campaign in the US to promote Pink Lady-branded apples in the months surrounding Valentine’s Day, according to a company press release.
The Washington State-based company is distributing among retailers a variety of in-store merchandising, including a colourful pop-up display and corresponding point-of-sale (POS) materials to call attention to this attractive niche apple variety over the coming months.
Known for having a crisp, tangy flavour and vibrant pink colour, Pink Lady fits well with Valentine’s Day promotions due to its versatility and unique flavour attributes, according to Stemilt marketing director Roger Pepperl.
“Though it is harvested in late October, Pink Lady is at its peak of flavour during the winter months,” Mr Pepperl explained in a press release. “The apple is great for fresh eating, resists browning when sliced and is a perfect addition to any gourmet recipe. These characteristics combine to make Pink Lady apples a great item for retailers to promote around Valentine’s Day.”
The new display features an easy-to-set-up pop-up design, featuring a black background with Pink Lady America’s well-known Flowing Heart logo.
The slogan ‘Eating healthy, feeling good’ appears across the front of the display, while three delicious recipes and health messages are on each side of the unit. The display can hold up to 80 lbs of bulk or multiple bags of Pink Lady apples.
Stemilt created the display specifically for Pink Lady apples to bring attention to this up-and-coming variety during a time of year that is dominated by sweet treats.
“Apples are a healthy alternative to all of the sweets that appear around Valentine’s Day,” said Mr Pepperl. “By highlighting a few of the many health attributes apples provide, we hope that shoppers will be inclined to incorporate festive Pink Lady apples in their Valentine’s Day snacks or meals.”
The quality of Pink Lady apples this season has been very strong, according to Mr Pepperl. “Not only is this variety at its peak of flavour right now, but we also had a high-quality apple crop in a size profile that matches consumer demand,” he noted. “Now is the perfect time for retailers to capture sales on Pink Lady apples.”
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