Earlier this year, in the run-up to Valentine’s Day, Pink Lady launched an innovative campaign in association with Great Ormond Street Hospital, designed to raise the brand’s profile to an ABC1 audience.
In accordance with the brand’s ‘Grown with Love’ equity, Pink Lady grew two thousand one-off apples with love-heart stickers on so that, after 200 days, when ripe, the stickers were removed to reveal a perfect green heart imprinted on the pink blush peel!
Teaming up exclusively with Harrods, Pink Lady offered consumers the chance to buy these limited edition heart-imprinted apples for £3, with all proceeds going to charity.
The campaign succeeded in creating awareness, raising charitable funds, and enhancing the brand’s premium status. Instead of saying ‘I Love You’ with a kiss on Valentine’s Day, for one year only, Londoners could show their love with a specially grown apple from Pink Lady.
My only complaint is that I did not receive one!
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