In the 2017-2018 season, Pink Lady® strengthened the brand's top position. This was done in a special market context in all European markets.
Last season saw Pink Lady®'s position grow
Pink Lady® continued to grow in all European markets in the 2107-2018 apple season. It also maintained its good progress in other destinations which have good developmental potential.
In total, 175.000 tonnes of Pink Lady® apples were sold (-3% i.r.o last year). They had an accelerated reduction in stock (+11% at the start of May, i.r.o. 2016/17). Three markets distinguished themselves this season. Germany had sales of more than 50.000 tonnes. The United Kingdom had almost 30.000 tonnes, and 22.000 tonnes of these apples were sold in France. This is an increase of 14%. With regards to market share, Belgium stood out. They grew by 42%, closely followed by Germany with 40%. The Netherlands' share improved by 21%. Spain also showed strong growth. They had +17% volume and +20% market share, with a total of 7.066 tonnes.
There was a 22% drop in European production. Despite this, Pink Lady® recorded good results thanks to a continued offensive, five-pronged strategy. This strategy aims to control positioning and keep up the originality and intensity of sales promotions. It also focuses on increasing traditional and digital communication as well as actualising social responsibility. Lastly, they want to guarantee their promise of quality optimally.
Social responsibility at the heart of the strategy
The season was also marked by the concrete actions taken by the Pink Lady® Association regarding social responsibility. These included the Pink Lady® Day, the Pink Lady® Talents and the Bee Pink project. They had a stand at the International Agricultural Show in Paris. Many experts and professionals were also mobilised in the Production and Organic technical groups. These values, initiatives, and elements are in line with consumers and trade partners new social expectations. They are also, more than ever, at the heart of the brand's policy.
Pink Lady® is emboldened by this good outcome. They are now focusing on the summer season and the 2018/2019 campaign. The brand continues to be innovative in order to maintain these excellent results.
Summer meetings between consumers and Pink Lady®
Pink Lady® wants to stimulate the apple season in the Southern Hemisphere. To do so, they will promote the brand is various marketing campaigns and revamped events.
A new series of TV spots
In week 25 and 26, Pink Lady® can again be seen on six countries national broadcasters and in their digital media. This will be in Germany, Belgium, the Netherlands, Ireland, Norway, and Denmark. The new spotlight campaigns are focussed on connoisseurs. It is hoped that it will reach 60 million people with an average 60% coverage of the target market. This major commitment supports the brand's ambitious Southern Hemisphere season from the first few weeks of its launch.
A European sailing team to compete
For the second time, Pink Lady® is supporting a team in the French sailing competition, Tour de Voile. This year's team comprises five European sailors (a Belgian, a German, two Frenchmen, and an Italian). This event fits nicely with the brand's values. By supporting young talent, Pink Lady® is awarded media attention. They also make a lot of contact with consumers who will be watching the race from the banks.
Food's societal interests
Pink Lady® will present a food-themed exhibition at the Rencontres de la Photographie. This takes place in the French town of Arles from 2 to 8 July. The expo will display the winning pieces of the Pink Lady® Food Photographer competition. They will exhibit an eclectic selection of photographs from all over the world. Renowned Italian photographer, Maurizio Galimberti, has also been invited. He will produce a piece of work, live, on the opening evening. For Pink Lady®, this is an opportunity for an artistic reflection of the brand's value. The food issues in society can also be showcased.
The Donauinsel festival
From 22 to 24 June, representatives from the Pink Lady® brand will be meeting Austrian consumers. They have a stand at the Donauinselfest in Vienna. Three million visitors are expected to attend this free family-friendly festival. Here, the public can taste Pink Lady® apples. Shopping bags and folders will also be handed out. It is hoped this campaign will reach 60.000 people.
The Pink Lady® Truck tours through Germany
From 15 June to 15 July, the Pink Lady® Truck will visit four German cities - Munich, Hamburg, Keulen and Frankfurt. It will stop in the parking areas of large shopping centres. It will also be found at the large screen projections of the Football World Cup 2018. The van, painted in Pink Lady® colours offers a relaxed area to taste apples. People can also get free shopping bags and take part in a competition. An audience of 75.000 people is expected.
This ambitious plan of action is in line with the brand's values. It supports the recruitment and retention of Pink Lady® consumers.
For more information:
Julia Savin
Pink Lady Europe
+33 (0) 490 336 502