Pink Lady pulls over at CarFest

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Nina Pullman

BY NINA PULLMAN

@nina_pullman

Pink Lady pulls over at CarFest

CarFest, advertising on the tube and new sponsorship deals will boost the profile of Tenderstem and Pink Lady brand this year

Pink Lady pulls over at CarFest

The Tenderstem stand will be at the north and south CarFest shows

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Marketing company Coregeo has announced several new events on the 2014 publicity campaign for its brands Pink Lady and Tenderstem.

Both will have a stand at family festival CarFest for this first time this year, and will be present at the show’s north and south venues.

CarFest was created by radio 2 DJ Chris Evans, because, in his opinion, traditional car festivals didn’t offer family-friendly activities. It features live music, food and camping, as well as a car show, with proceeds going to BBC’s Children in Need.

Coregeo marketing manager Michelle Toft said: “The core target shopper for both brands, female grocery buyer ABC1, is the typical CarFest mum, but as brands we rarely talk to the other members of the family. 

“CarFest will give us a chance to present our brands to the whole family, in a fun and exciting way.  We will have a stall where children will be able to decorate their own Pink Lady apples with toffee, sprinkles and chocolate. 

“Tenderstem will have its own children’s cooking corner as well as fun and inspirational cooking demonstrations throughout the weekend for all men and women that are interested in or love cooking.”

In two other firsts for 2014, Tenderstem is sponsoring the Action Against Hunger charity, and will be advertised on London Underground’s digital escalator panels.

Notable dates for Pink Lady include sponsorship of Cancer Research’s Race for Life and sponsorship of the Pink Lady Food Photographer of the Year Award, as well as an eye-catching billboard series on the London tube.

The Food Photographer awards evening, held on 23 April, will be judged by food critic Jay Rayner, television presenter Julia Bradbury and chef Yotam Ottolenghi.

Pink Lady is also once again the official apple of the London Marathon in April. There will be five runners in Pink Lady costumes, including an ex-military physiotherapist, who has done races all over the world and reportedly holds the record for the fastest female fruit.

Coregeo managing director Andy Macdonald said: “If we can help with a bit of fun in life, then absolutely fine.

“You could almost say it’s the tip of the iceberg with quality and sales, provided the quality is maintained. In a way you could say we’re trying to make that gap even wider between ourselves and the next apple.”

Macdonald said Pink Lady grew by 2 per cent in the UK last year, 13 per cent the year before and 10 per cent the year before that. He said last year was an unusually hard year for the category as a whole, and to have even maintained share would have been an achievement. He estimated that the Pink Lady brand is now worth around £140 million.

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