Sponsor strategy brings growers and consumers closer, says Pink Lady

Pink Lady Europe is back with its Adopt A Tree campaign in Europe after the success of last year, which saw nearly 7,000 trees sponsored, according to the association.

The campaign, which started four years ago, lets Pink Lady consumers sponsor a tree, giving them updates from the grower on the fruit’s life cycle until they are invited to harvest the apples in the autumn.

For this fifth edition, the campaign has been launched in seven countries, with over 6,500 trees available across seven orchards. Belgium is joining the Adopt A Tree campaign for the first time this year, with 500 trees ready to be adopted. 

Pink Lady is offering an all-inclusive orchard trip via a prize draw for German, Irish, Norwegian and Belgian participants to pick their own apples at the end of October. 

The campaign is being promoted on Pink Lady punnets, as well as an influence campaign with sponsor-ambassadors in each country, as well as a digital media campaign through social networks and the brand’s loyalty club. 

“The aim is to bring growers and consumers closer together,” Pink Lady Europe stated, “and to highlight the work carried out by all Pink Lady apple growers towards producing quality apples. 

“The Association and Pink Lady growers can thus present all the meticulous work that is carried out all year round in the orchards, but also answer consumers’ questions, particularly regarding the origin of the apples and the way they are produced. 

“This is a great opportunity to create links between consumers and growers, by meeting the latter directly in their place of work. 

Cultivating such a relationship based on trust and proximity between consumers and growers is one of the key values of the network. This is one of the four main areas supported by the Pink Lady Europe commitment charter, along with environmental protection, the development of growing areas and support for growers.”