In the UK, the Pink Lady apple brand has tied up an exclusive deal with London musical theatre production Grease in a bid to drive sales and increase brand awareness.
The collaboration will see widespread coverage given to the brand through consumer press competitions offering the chance to win tickets to the shows, as well as offering exclusive theatre breaks including backstage passes to meet the cast.
Additionally, activities will see the show's own chorus of Pink Ladies posing and singing in key locations alongside a branded Pink Lady Mini Clubman car.
'Pink Lady apples' partnership with Grease is an exciting opportunity and a very good fit for both brands,' said Andy Macdonald, managing director of UK Pink Lady master licensor Coregeo Ltd. 'The Pink Lady and Grease team has worked hard to put some unique prizes together that will increase both brands' visibility and excite plenty of consumer interest.
'This joint venture is a great example of complimentary brands working together to provide something special for people while improving awareness and increasing sales for both partners,' he added.
Pink Lady apples have a 9 per cent share of the UK apple market, with sales of the fruit increasing by 23 per cent in 2008 to 3m boxes.
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