The Pink Lady ‘Kiss it Better’ campaign, in association with Great Ormond Street Hospital, raises money for research into the causes and treatment of childhood cancer. PR agency Cirkle was asked to raise awareness of this campaign around Valentine’s Day 2010, while reinforcing the market-leading positioning of Pink Lady apples. The target audience was premium apple shoppers and eaters, and Pink Lady fans.

Strategy

It was important to maximise the budget by partnering with a relevant, premium third party in a cost-effective, free-of-charge contra-deal. The aim was to exploit the partnership and create a buzz through engaging broadcast and print editorial.

Execution

Pink Lady was persuaded to produce a number of limited edition apples, grown with love heart stickers on, so that when ripe, the stickers could be removed to reveal a perfect, green heart in the red apple peel. This also served to amplify the brand’s ‘Grown with Love’ equity. The apples were packaged in beautiful pink boxes with pink ribbons to continue the Valentine’s Day love theme.

An exclusive contra-deal was negotiated with luxury retailer Harrods, which enabled Pink Lady to initially sell 1,500 limited edition apples in the run up to Valentine’s Day – enabling consumers to buy a special unique romantic gift.

No money changed hands, so all sales went directly to the charity. Harrods also agreed to feature in-store theatre in the form of a colourful Pink Lady escalator panel highlighting the partnership among shoppers. The partnership was publicised further through a Pink Lady Mini Clubman and Pink Lady sampling, while people dressed in Pink Lady apple costumes at prime positions outside Harrods Food Hall directed traffic in store.

The story was sold to key London broadcast and print media, including hand delivered limited edition apples to key radio stations.

Results

The initiative achieved all objectives including extending distribution – Harrods now sells Pink Lady apples – creating awareness, raising charitable funds and enhancing the brand’s premium status. Results included:

• 21 pieces of editorial coverage in London media. All coverage included a branded mention and at least one key message.

• The total perceived editorial value was over £260,000, generating a 17 to one return on investment (versus an industry average of five to one) making it one of Cirkle’s most successful campaigns to date.

• Coverage highlights included a two-minute TV slot on UKTV Food’s Market Kitchen, as well as coverage on Smooth Radio, and in Harrods Magazine, the Evening Standard and the Daily Telegraph.