Europe’s What can Pink Lady® do for you today? platform was launched last season with the objective to create an emotive link to the brand with something more compelling than just buying an apple. The result will be a stronger relationship between the brand and consumers, and to enhance the brand content.
For the 2021/22 season Pink Lady® Europe continue their 20/21 strategy to both seduce new consumers by celebrating the organoleptic (sensory) qualities of the apple as the source of pleasure, while also being informative about the Pink Lady® supply chain. This is to both reassure people who care about the conditions of production, the impact on the environment, and the social aspects of the business, as well as to develop the brand position beyond just the rational features of the apple.
Summary Of Strategy (4 Point Framework)
As the largest Pink Lady® market in the world, Europe’s marketing activity for Pink Lady® is sophisticated & includes reaching multiple audiences, through layers of messaging, and objectives. They have split their strategy into 4 parts, which all influence their brand campaign execution. This includes creative development as well as activations & media placement.
1. Be Committed & Inspiring
Context
More and more aspects impact in the consumers decision to purchase (local origin, production conditions, social aspects, environment respect…)
More and more competition in retail.
Insight
Pink Lady® is the leading premium apple brand in the market, taking into account the social and environmental expectations of consumers.
Advantage
- The unique qualities of the apple
- The Pink Lady® Europe Commitment Charter
- The power of our communication platform
- Our capacity shape the market for retailers.
Strategy
Increase our position of market shaper for the retailers by developing a brand which can be committed and inspiring.
2. Increase Loyalty
Context:
Strong competition in the market. Consumers have many occasions to be seduced by new products.
Insight
Pink Lady® has consistent quality and a developing community.
Advantage
Pink Lady® has global brand awareness & high trial in Europe – most consumers have tried Pink Lady® at least once.
We have a strong promotional strategy.
Strategy
Develop top of mind awareness & multiply the reasons and occasions to buy Pink Lady® through promoting & rewarding loyalty.
- Invest into loyalty programs managed by retailers.
- Strengthen our loyalty consumer club (new concept for 2022)..
3. Increase Penetration
Context
Strong competition in the market, new brands want to increase their market share. Strong development for organic apples offer.
Insight
Pink Lady® need to be available everywhere, at any time, at any occasion, for all fans of tasty, healthy and sustainable food.
Advantage
Pink Lady® has high brand awareness & distribution in Europe, with strong retailer relationships & capacity to invest in marketing.
Strategy
Increase impulsive purchases. Multiply Pink Lady® SKUs per store & increase our brand visibility, through enhanced trade marketing activities & new instore experiences.
4. Enhance our brand content
Context
Consumers are looking for more commitments, more experiences, more inspiration and more opportunities to share with their favourite brands.
Insight
Pink Lady® is so much more than a PINK apple.
Advantage
Pink Lady® has high brand awareness & a comprehensive and ambitious commitment charter for Europe. This provides an opportunity for rich storytelling and clear corporate and social content.
Strategy
Craft the Pink Lady® story through multi-support content which goes beyond the features of the apple, into who we are, what are we doing, and why we are doing it.
Ensure a strong presence on social media, and a rich experience on our website.
Summary Of Campaign
The campaign’s key messaging is split between the emotive invitation to discover ‘the Pink Lady® experience’ – your own healthy moment of pleasure – and rational content that is based on the Pink Lady® Europe Commitment Charter.
The Single Minded Proposition is ‘What can Pink Lady® do for you today’.
Campaign Creative
Media
In market from the beginning of November 2020 for the NH production to the end of October 2022 for the SH production.
- TV campaign (2 spots of 20’’ – 1 wave on TV in November – 9 countries+ 1 wave in June – 8 countries)
- TV on Digital (3 spots of 10’’ – 3 waves Nov/Feb/June – 9 countries)
- Print magazine (mix of 5 visuals – from Dec to March – 6 countries)
- Native advertising (5 visuals – 6 countries)
- Influencer activities through the Pink Family
- Website (new design and content from February 2021)
- New loyalty club (planned launch in February 2022)
- Social media (Facebook, Instagram, Linkedin…)
- Trade marketing activities
KPIs
- Increase of market share country by country
- Increase of penetration rate/frequency of purchase country by country
- Increase of spontaneous awareness
- Commitment with consumers on our digital ecosystem
Initial Results
- Global perception of the campaign. People like it
- Impact on the brand image. Exposed people have a better image of PL.
- Impact on the purchase intention. The purchase intention increases significantly when people are exposed to the ads
(source : TV post test –IPSOS February 2021)
For more details you can find the full Campaign Sharing document & the Regional Brand Plan for this market & campaign on Activos más.
