Pink Lady has partnered with The British Bee Charity on an on-pack promotion at Morrisons to support the protection of British bees.
The apple brand’s ‘Bee Pink’ promotion aims to raise awareness of bees’ importance as apple pollinators by offering Morrisons shoppers the chance to win one of 10 bespoke bee bundles and 150 runner-up prizes.
In 2019, a third of British wild bees and hoverflies were in decline, according to a study bythe Centre for Ecology and Hydrology (CEH). However, Covid-19 lockdowns have allowed populations to recover somewhat due to a significant reduction in air pollution.
The main prize bundle includes a Sophie Allport china bee mug, beeswax candle, beeswax lip balm, wildflower seed bath bomb and honey from The British Bee Charity.
In addition, the 10 main winners will receive an information pack on bees and the benefits of honey, as well as having the opportunity to visit an apiary (where bees are kept).
Each runner up will receive a Pink Lady goodie bag and a special jar of honey supplied by The British Bee Charity.
Inspired by the Bee Pink competition run by Pink Lady Europe, the UK promotion will be featured on every pack of Pink Lady apples in Morrisons for two weeks from 19 April.
Consumers can enter the competition on the Pink Lady website via instructions from the on-pack sticker.
Pink Lady Europe’s trade marketing manager for the UK and Ireland, Julie Maillard, said: “Pollinators, and notably bees, play an essential part in the pollination of apple blossom and their transformation into fruit.
“That’s why we created the Bee Pink campaign in partnership with agricultural and beekeeping experts, with a view to sharing best arboricultural practices and protecting bees.”
Morrisons buyer Mark Booth added: “This competition provides our customers with an exciting opportunity which we’re confident will be really well received by Morrisons shoppers.
“We are pleased to be able to exclusively offer Morrisons shoppers this unique prize, which also has such a positive environmental message.”