Leading apple brand Pink Lady relaunches Bee Pink promotion in Morrisons stores to raise awareness of importance of pollinators
Pink Lady apples is highlighting its Bee Pink initiative for the second year running with a competition for Morrisons’ customers that aims to bring Pink Lady fans closer to the sun-drenched orchards and to celebrate the crucial role that bees play in the pollination of the UK’s favourite apple brand.
The Bee Pink initiative sees Pink Lady working closely with local beekeepers where Pink Lady apples are grown to help and support pollinators.
The competition with Morrisons forms part of a communications campaign that will run throughout the summer, marking the brand’s support for The British Bee Charity for a second year and using influencer partnerships and digital content to raise awareness of how we can all do our bit to help wild pollinators, as well as sharing inspiring, naturally sweet recipes that pair Pink Lady apples with honey.
So far, more than 14,000 people have entered the competition by scanning a QR code featured on special packs of apples available from Morrisons stores across the country. One winner will receive a prize package that includes a luxury break at the Talbot Ripley hotel, with a special apiary tour to learn about the art of beekeeping, while runners up will receive a honey-themed package that includes wildflower seed bombs, honey and other goodies.
Pink Lady UK senior trade marketing manager, Julie Criddle, said: “We’re very keen to make a buzz about our Bee Pink initiative and following the success of this promotion with Morrisons last year, we knew that customers would be wowed by the bee-themed prize and the engaging content we have commissioned to help people find out what they can do to support pollinating insects in their gardens and window boxes.”
The Pink Lady Bee Pink competition is open until the end of May and will be followed by digital content accessible through the brand’s social and digital channels throughout the summer.