Pink Lady® Apples

Case Study

Pink Lady® is the world’s first apple brand and the UK’s number one fresh produce brand, with sales of more than 59.6 million kilos in 2017.

Total brand awareness of Pink Lady® rose from 80% of the UK population in 2016 to 83% in 2017 and website visits rose by 12% year-on-year, with user numbers up by 14%.

Coregeo Ltd has masterminded the successful commercialisation of Pink Lady® since 2004 using the company’s unrivalled experience and expertise in intellectual property, brand management and consumer marketing services and a unique business model to achieve year-on-year success for the brand.

Pink Lady® Facts

Setting the standard
Pink Lady® is the world’s first apple brand and one of the most instantly recognisable fresh produce brands on UK supermarket shelves today.

Growth on growth
Sales of the premium apple product have trebled over the last 10 years, generating business worth £140 million. 

A household name
Pink Lady® is now the UK’s third biggest apple in value with 29 per cent household penetration.

Recipe for success

An uncompromising approach to maintaining the product’s premium quality and consistency and bold, attention-grabbing marketing campaigns which take the apple to the consumer and build brand loyalty are at the heart of the business model. Activities have included advertising, direct and experiential marketing and PR, in-store promotions, high profile sponsorship and charitable partnerships, roadshows and online consumer engagement through social media channels. For every kilo of apples sold, Coregeo charges a royalty which pays for this intense level of marketing activity as well as protection of the brand. No other apple can compete on this scale. Coregeo’s reputation and global connections in the fresh produce industry are also unparalleled.

 

More information

www.pinkladyapples.co.uk 

Email: info@coregeo.co.uk 

Results that speak for themselves

  • Pink Lady® apple sales rose by 1% to more than 59.6 million kilos in 2017. Brand awareness increased from 80% to 83% in the same year
  • Pink Lady® is now the second biggest apple in the UK by value (source: Kantar) and the number one fresh produce brand in the UK
  • Year-round advertising, marketing and PR activity helped to drive sales, with continued success for the ‘Get Your Snack On’ campaign
  • Visits to the www.pinkladyapples.co.uk website rose by 12% year-on-year in 2017, with a 14% increase in user numbers
  • Brand awareness and engagement continues to rise through social media channels with more than 17,000 Followers on Twitter, over 45,000 Facebook Likes and 5,000 Instagram Followers. The Pink Lady® Club also has more than 67,000 active members
  • Pink Lady® has been the headline sponsor of the Pink Lady® Food Photographer of the Year awards since the competition began in 2011. In 2017, the awards – regarded as the Oscars of the food photography world – reached a global audience of over 1 billion - www.pinkladyfoodphotographeroftheyear.com 
  • Pink Lady® is the official apple of the Virgin Money London Marathon for the 12th year running in 2018. Six runners from the Beginners2Runners club will wear Pink Lady® apple costumes while running to raise money for the Dandelion Time charity for young people affected by trauma, abuse or neglect
  • Pink Lady® is proud to support many charities, events and community organisations which align with our core values. In 2017 these included schools, Digital Pride and, for the Kent area, Divas On Wheels, a local bike ride to raise funds for local hospice care and the Tonbridge Juddians women’s rugby team.
  • The marketing of Pink Lady® is held up as the “benchmark for branded agriculture and food” by the Chartered Institute of Marketing.

The Future for Pink Lady®

Andy Macdonald, Coregeo’s Managing Director, said: “Pink Lady® continues to outperform the market as we continually look to raise the bar. In 2018 the premium snacking market will remain a key target for the brand and we’re excited about how we can develop the brand even further using innovative stand-out campaigns and promotional activity. Our proven business model is also helping us to attract other fresh produce brands and we look forward to helping these brands to realise their full commercial value.”

Andy Macdonald, Coregeo’s Managing Director

 

Marketing

Below you’ll find examples of just a few of our successful campaigns, advertising and events for Pink Lady®

Pink Lady® Food Photographer of the Year

Each year Pink Lady® celebrates the world of food photography, with over 6,000 entries from all around the world.

London Marathon

The brand’s very own runners take on the London Marathon for the 9th year, in bespoke costume.

Press Advertising

Get your snack on!

Go for the heart!

We have created striking brand adverts celebrating the provenance of Pink Lady® apples. These have been featured across magazines, newspapers and the London Underground.

PinKids

Pink Lady® multi-packs perfectly talk to health-conscious mums and appeal to the little ones.

Exclusive Recipes

Each year recipes are commissioned by celebrity chefs, with mailers being sent out to journalists.

Tonbridge Juddians kit

Stunning season for ladies rugby team in first year of new sponsorship union 09 MAY 2017 Stunning season for ladies rugby team in first year of new sponsorship union Coregeo® and Pink Lady® apples, sponsors of the Tonbridge Juddians Pink Ladies, have congratulated the Kent women’s rugby team on their stunning top two league finish this season.

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