Pink Lady® celebrated the Lunar New Year in Thailand with a special promotion featuring a bespoke gift box, in-store activation and social media campaign.
The exclusive Lunar New Year gift set carefully presented six Pink Lady® apples in a signature pink cardboard pack, with a plastic window perfectly displaying the Pink Lady® apples within. Complete with a traditional Lunar New Year design featuring the 2023 Chinese zodiac, Year of the Rabbit, the glinting gold accents were quick to catch the eye of Thai consumers.
An impactful social media program supported the in-store packs and complemented the branded point-of-sale displays. Video content was the highest performer across Facebook and Instagram, the paid social media campaign reached an audience of over 1 million people and an organic engagement rate of 3.2 per cent was achieved.
Run as a pilot program, consumers and retailers welcomed the promotion, with the gift boxes selling out within a week at Central Retail and Makro.
“We are delighted with the results from the promotion and wish to thank our agency partners,” said Ryan Au, Pink Lady® Country Manager for Southeast Asia.
“We will be looking to work closely with supply partners and key importers for special pack activations in Southeast Asia going forward.”
