22 Oct The Power Of The Pink Lady

Having tasted some “Norfolk Heritage” apples over the weekend, which led to a discussion on the merits of different varieties of apples, I was attracted to an article today in the BBC Magazine about Pink Lady® apples.  These happen to be my favourite – crisp, juicy and with a palatable skin, but not grown in the UK.  I try to buy home grown produce where possible, and was sure that some are grown in this country, but it would appear I am mistaken.  Although I knew that they originated in Australia, I didn’t realise that Pink Lady® is a brand not a variety – I guess I thought the two went together.  You will note that it is also a registered trade mark.

Interestingly, I can remember a MessageBase client who dealt with some PR for Pink Lady® apples when they were first introduced into this country – as an import from France where they are grown in abundance.  Apparently there is no license for Pink Lady® to be grown in the UK because the weather is not considered suitable.

I was amazed to find the Pink Lady® website, a very pink website, not only expounding the virtues of the product, but packed full of clubs to join, competitions to enter, Party Planning for children and just about everything you need to know about the apple itself.  So I Googled Coxes Orange Pippin, a very English apple but not one I am fond of, and Gala, now the biggest selling English grown apple, but both without websites of their own.

Pink Lady® sell at over twice the price of Cox’s – but have an increasing share of the market.   In 2011 the people behind the Pink Lady® brand promotion won an award from the Chartered Institute of Marketing. So, a good lesson in good marketing and good branding of a good product

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