Pink Lady penetration rises

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Nina Pullman

BY NINA PULLMAN

@nina_pullman

Pink Lady penetration rises

Apple brand has unveiled its final retail promotions of the year as penetration rises to 83 per cent of UK population

Pink Lady penetration rises

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Penetration of apple brand Pink Lady has risen from 80 to 83 per cent during the last year thanks to the continuing ‘Get Your Snack On’ marketing campaign.

The news comes as a strong northern hemisphere crop arrives on UK retail shelves and the brand unveiled its final retail promotions of the year, including the first value-added promotion in partnership with Tesco.

Volumes of Pink Lady have been strong throughout the year with a larger than expected crop from South Africa, despite the ongoing drought, allowing room for promotions in the UK market.

During the year, Pink Lady master licensor Coregeo ran print ads ran in selected women’s lifestyle magazines, food and supermarket titles as well as weekend supplements, with the snacking market a prime target.

Other retail promotions included a limited-edition shopping bag or apple cosies with Pink Lady purchases at Asda, as well as a tie-up with animated film Despicable Me 3 for kids range PinKids.

Coregeo marketing manager Lynn Shaw said: “Pink Lady has seen another fabulous year and we’re delighted that the latest brand statistics have revealed that a huge proportion of the general UK population are now aware of the Pink Lady apple brand and that this has grown to 83 per cent, up from 80 per cent in 2016.

“With visits to our website rising 20 per cent year-on-year, we know Pink Lady customers are engaged and invested in the brand and we want to give them as many opportunities to enjoy our delicious apples by inspiring them and creating campaigns and content they’ll love.”

As well as traditional advertising campaigns in trade and consumer media, Pink Lady has positioned itself within the lifestyle, wellbeing and health channels, including via the Pink Lady Core Pilates social campaign.

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