With Pink Lady® apples, only the best of the best apples are selected, hand-picked and given the Pink Lady® seal of approval – the pink heart-shaped sticker you find on every one of their apples. It’s a symbol of its authenticity and guarantees consistent quality.
This consistency means a unique flavour and taste every time you bite into a Pink Lady® apple. We captured this in our creative campaign, an audio-visual feast that introduced the line — 'Taste the WOW' — alongside some eye-popping characters.
TV became a viable option for Pink Lady® apples for the first time ever in 2020, due to lockdown. Airtime was more affordable just as viewing numbers soared (there was a 24% increase in linear TV viewing across 25 to 44-year-olds). This was great timing as market penetration of Pink Lady® apples had been falling. Brand awareness had dropped due to lack of supply and poorer quality of fruit from the northern hemisphere over the previous six months.
Our Media team secured fantastic coverage on Channel 4 and its owned channels for two weeks, including a premium spot during Celebrity Gogglebox on a Friday night. Our Planning and Research team secured pre- and post-brand tracking which established the positive impact of the TV.
Top of mind awareness increased by 6%, spontaneous awareness increased by 9% and ad recall increased by 15%. After seeing the TV ad, 55% said they would be more likely to consider Pink Lady® apples in their next food shop.
We apply our fully integrated expertise across Media, Research, Strategy, Creative, Digital and PR. Our solutions can be as niche or as fully joined-up as your brand demands. Talk to us about how we can give you an unfair advantage.