Pink Lady

New season Pink Lady apples will arrive in the UK next month 

Branded apple Pink Lady is celebrating “unparalleled” engagement with its target consumers through a wide-ranging array of partnerships and event appearances during 2016.

The marketing roundup comes ahead of the arrival of the new season northern hemisphere crop, due to hit UK shelves in November.

During the last year, a tie-up with LGBT publication Gay Star News saw Pink Lady apples distributed at visitors to Pride events across the UK, while in a worldwide first the brand created Pink Lady stickers with the rainbow colours of the Pride flag.

In April, Pink Lady was present on the streets of London to celebrate 10 years of supporting the Virgin Money London Marathon. Pink Lady is the official apple of the race, in a sampling activity that reaches more than 40,000 consumers each year.

Meanwhile, the brand said its headline sponsorship of the Pink Lady Food Photographer of the Year Awards has gone from strength to strength, with this year’s viewing reach in excess of 1 billion through a combination of traditional and online media coverage, social media engagement and events.

Pink Lady also took part in CarFest, providing apples for VIP attendees at this summer’s family car and music festival. The apples were also sampled in radio DJ and festival organiser Chris Evans’ Friends and Family daytime area, his private campsite, artists’ backstage bar and the CarFest VIP lounge. Evans later went on to mention Pink Lady during his BBC Radio 2 breakfast show.

Coregeo chief marketing officer, Michelle Toft, said: “We want to give consumers a really positive feeling wherever they come into contact with the Pink Lady brand.

“We know through research that our apples make people feel good and we’ve chosen our partners and activities carefully to make sure that everything else we do reflects that. Whether it’s a sponsorship or a sampling opportunity our aim is to enhance the moment.”