PINK LADY ® Orange, France
Naturally exhilarating Pink Lady® The growth of brand awareness has continued to accelerate over the past 3 years across all European countries. Pink Lady® is more than ever the no. 1 branded apple. The exceptional taste of a Pink Lady® apple is the main reason for its success: juicy and crunchy, with just the right balance between sugar and acidity. But Pink Lady® also benefits from other important features in its marketing and promotion.
Powerful European advertising and web campaigns In November and February each year, the Pink Lady® apple is the star of European TV screens, web TV and outdoor advertising, reaching over 250 million contacts in Europe. Pink Lady® ensures its dynamic web presence with: • An attractive loyalty program (visibility on all pre-packaged products) to reward purchase • A CRM plan to boost sales • 3 big promotional games to boost web traffic on Facebook • A web site constantly updated (including a cooking show video for example)
Ambitious European trade marketing Pink Lady® benefits from over 3,000 days of in-store activities at 300 European chains each season. 6,000 trade operations are carried out with expertise that is constantly renewed, involving innovative sales development tools (in-store contests, loyalty cards, prize-in-pack promotions, coupon offers etc.)
The quest for excellence A Pink Lady® apple must meet demanding specifications to wear its pink heart sticker. Pink Lady® growers use environmentally friendly agricultural practices, guaranteeing the livelihood of the orchards and preserving the countryside. Once picked, independent auditor Bureau Veritas inspects more than 1,400 batches per year in pack houses and stores. Traceability is guaranteed from the orchard to the point of sale.
Product Fresh apples Packaging • Branded packaging with a contemporary design • Made from materials grown in sustainably managed forests • 100% recyclable Main production areas • Italy: South Tyrol, Emilia-Romagna • France: South-East, South-West, Loire Valley • Spain: Catalonia Key Facts • Leading apple brand • Exceptional and unique taste • Recognised logo and heart sticker that guarantee Pink Lady®’s quality
Company Pink Lady® Europe 436, av Charles de Gaulle 84100 Orange, France T +33-4-90119180 F +33-4-32811331 www.pinkladyeurope.com Contact Thierry Mellenotte General Manager contact@pinkladyeurope.com T +33-4-90119180 Founded 1997 Type of organisation Association
FRUCHTHANDEL SPECIAL leading brands 2014
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