With in-store tastings off-limits for the better part of two years due to social distancing and COVID hygiene precautions, it’s exciting to see Pink Lady® apple sampling once again ramping up across The Gulf.
Whilst brand led activity is essential to the longer-term development and value of the Pink Lady® brand, trade marketing is arguably the most tangible part of the campaign for exporters, importers and of course consumers.
Food sampling has long been a popular experiential marketing tactic, building brand and product awareness, allowing customers to test products at the point of purchase and providing invaluable feedback on product and campaign, to the brand owner.
Post-COVID, sampling has another advantage: under growing pressure from online retail, supermarkets are eager to entice shoppers away from devices and back into brick-and-mortar stores: “Retailers understand the value of in-person sampling,” says Stephen Singh from CommUnion, the marketing agency appointed by Pink Lady® in the region.
According to Stephen: “Retailers not only benefit from increased sales and rapid-fire product testing but appreciate the enhanced in-store experience for customers, at virtually no cost to them. Anything that keeps shoppers in-store and engaged is a good thing.”
Investing in Pink Lady® Ambassadors
In the Gulf States, the strategy for in-store sampling has changed slightly; rather than a shorter burst of activity across multiple retailers, Pink Lady® Ambassadors now spend a dedicated period at each retailer, on a rolling basis across the season.
“This allows us to focus on building relationships and continuously improve specific retailer activations, as well improving visibility with repeat shoppers,” says Julie Criddle, Senior Trade Marketing & Country Manager for Pink Lady®.
In all markets, sampling is conducted by Pink Lady® Ambassadors: teams of retail demonstrators trained to set-up, prepare samples, invite and interact with prospective consumers (and retail staff), and receive feedback.
“Ambassadors are one of the most visible, tangible interactions that retailers and consumers have with a brand, sitting at the interface between product and consumer,” says Stephen.
He adds: “Ambassadors also play an important role in nurturing relationship with retailers, particularly at the fresh produce store-assistant level, where knowledge of product and merchandising is so critical.”
Julie agrees: “In-store sampling is where our brand values and personality come to life, so we spend considerable time selecting and preparing Ambassadors to go in-store.”
All Ambassadors undertake initial training, learning about the Pink Lady® story and brand; how to talk about the unique Pink Lady® apple taste profile; how to respond to customer queries; approaches for responding to feedback, as well as how to set-up, safely prepare and pack-down sampling stations.
In the Gulf States, the marketing team makes a point of meeting and then reconnecting with each Ambassador to understand their perspective on what’s worked and what hasn’t (For example: Are the apples cold? Is the sampling optimally set up? Is footfall in that part of the store sufficient?) and to determine if messaging in that market needs to be tweaked.
Female Ambassadors build lasting relationship with Pink Lady®
In 2022, all six Pink Lady® Ambassadors working in Saudi Arabia (KSA) are female, which may be common enough elsewhere, but represents a significant step in terms of women’s progress to join the KSA labour market.
“In 2019, Pink Lady® was the first brand to employ female retail sampling ambassadors, and I am delighted that we are able to continue that support for the inclusion and progression of women in KSA in our own small way,” says Michelle Evans, Group Head of Marketing.
In addition professional training, KSA Pink Lady® Ambassadors and Supervisors are paid well above market rate, and both men and women receive equal pay for the same roles. Many Ambassadors, like Ghalia – who is featured on page 79 of the Libro de marca Pink Lady® – have worked with the brand for several years.
Since government reforms permitted women to join previously male-exclusive industries in 2019, The World Bank estimates 6 million women over the age of 21 have benefited: “It’s thrilling to see that Pink Lady® continues to lead – and live – its brand values of contributing to our community and walking the talk,” says Michelle.
As one of KSA’s first female Pink Lady® Ambassadors, Ghalia reflects on her journey: “Joining the workforce has turned my life around. I have discovered new interests, skills and abilities I wasn’t even aware of through my involvement with Pink Lady® apples.”
An approachable, friendly personality and love for educating and interacting with people makes Ghalia an ideal Pink Lady® Ambassador: “I’m keen to be tasked with new challenges so I can advance my career, as well as contribute to the success of the Pink Lady® brand,” she says.
With Pink Lady’s market share around 5 per cent in The Gulf, and the food service sector starting to return to normal activity as trade and tourism ramps up, there remains enormous potential for growth.
Post-COVID, retailers in SE Asia are looking at measures to mitigate risk by limiting in-store interactions. Pink Lady® is supporting its fruit extensively with point of sale, couponing and secondary fixtures.
