Background/Challenge
Pink Lady wanted to encourage sustainability and to educate their consumers on the importance of bees to the brand, from pollinating and the growth of the apples right through to harvest. For the past several years, Pink Lady has teamed up with Neon Agency to drive awareness of the ‘Bee Pink’ campaign.
Our response
We created a partnership with the Federation of Irish Beekeepers and gave 400 lucky consumers the opportunity to win a beehive sponsorship, play a game online with Pink Lady and receive a bag of goodies.
Execution:
Our approach was to create an on-pack promotion that was a hybrid of digital and live with 5 key pillars
This campaign, now in its 6th year, took place from March 14th to April 14th with activities across social, digital, press, in-store, on-pack and online.
Results:
Bee Pink achieved excellent promotional space in Tesco stores during the promotional period leading to a notable increase in sales of Pink Lady Trays and Pinkids products, whilst also achieving Pink Lady’s objective of educating consumers about the importance of the Bee population to the apple crop.
Client Testimonial
“Neon Agency put our minds at ease and did a great job with this campaign. They bring new ideas to the table each year and the final campaign fully captures the brief we supply every year, additionally, they think outside the box for ways to engage with consumers. Their knowledge of the Irish consumer is invaluable as well as their strong connection with our partner for this project, FIBKA. We are always extremely pleased with the high quality of work Neon Agency produce.”
Julie Maillard - Pink Lady
