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Tom Joyce

BY TOM JOYCE

@tomfruitnet

Pink Lady prepares new packaging

Pink Lady Europe is developing new packaging designs tailored to specific seasonal events and national holidays to strengthen awareness of the brand

Pink Lady prepares new packaging

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Pink Lady Europe has revealed that it is developing new customised packaging, including designs tailored to seasonal events and national holidays such as Christmas, Valentine’s Day and Carnival, to strengthen awareness of the brand, especially in emerging markets.

According to the company, punnets will be decked out in the Irish colours for Saint Patrick’s Day, in flowery patterns for springtime and in festive designs to commemorate Christmas, as well as Carnival in Germany and various other occasions. The new packaging will be available in four-, six- and eight-fruit packs, in addition to 2kg bulk trays.

“As a premium apple, we have to propose new ideas, and our partners really appreciate innovation, particularly in an aisle that is struggling to become more dynamic,” said Loïc Sidot, trade marketing manager for Pink Lady Europe. “Customisation is a key trend today and sprucing up standard promotional offers like price discounts and prize-in-pack deals with tailored operations also helps us to strengthen the Pink Lady brand on local markets.”

The first operation is set to highlight PinKids, the smaller-calibre Pink Lady apple targeted at children, which returns to classrooms at the end of August with two new designs: a traditional classroom chalkboard and a page from a child’s notebook scribbled with little drawings.

The campaign is due to run in Ireland, Germany, France, Belgium and the Netherlands, Pink Lady Europe revealed. At Intermarché Belgium, for instance, the campaign is set to include an online quiz for children, with over 100 jars of spreads on offer to the winners.

“The Back-to-School season is clearly a decisive sales period for retailers,” said Sidot. “Making the fruit and vegetables section a part of it thanks to PinKids is a real opportunity for them to drive sales.”

According to Pink Lady Europe, the marketer aims to boost sales in Europe to 275,000 tonnes by 2025.

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