Pink Lady in Minions tie-up

A Pink Lady apple promotion at UK Aldi stores offering shoppers the chance to win one of 100 Minions Fitbits through the purchase of a promotional pack of PinKids, the Pink Lady range of smaller apples for children, has been hailed a success by marketers Coregeo.

The competition proved popular, with more than 11,000 consumers entering to win – and 32 per cent of all traffic to the Pink Lady website during the month of April being driven by the promotion, the firm said. 

The campaign, which ran from mid-March to 30 April, came with the tagline “Get Your Minions Motivated” and featured the popular characters from the Despicable Me franchise on pack.

On-pack stickers encouraged consumers to enter the competition through the Pink Lady website to be in with a chance of winning one of the special edition Minions Fitbits.

“We were thrilled to be able to expand our partnership with Universal Products & Experiences to introduce this promotion featuring Illumination’s beloved Minions,” said Pink Lady senior trade marketing manager Julie Criddle. “The Minions are iconic and beloved by so many of our customers, so we knew that this promotion would appeal to fans of all ages.

“PinKids apples are hugely popular with parents and we’re always looking for ways to encourage healthy eating amongst children. This promotion was an extension of that, providing parents with a great opportunity to engage their children and encourage an active lifestyle.”