Pink Lady Europe has announced the launch of the new marketing campaign for the apple brand, with digital marketing at the heart of its strategy.
The company's new website is set to provide reports direct from the orchards and packhouses, while a new online channel will offer videos featuring recipes that include Pink Lady apples.
Social networking and photosharing sites are also set to be explored extensively, with competitions organised through the company's Facebook page, in order to develop closer relationships with consumers.
The launch of the Pink Lady Loyalty Club is another venture, rewarding consumers with 'pink points' on purchases of pre-wrapped trays and mini-bulk trays of Pink Lady apples, giving them the chance to win a number of prizes from the website's shop.
The programme also allows the company to reward the most active participants on the website, for their recipe suggestions and other comments.
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