Case study

Creating a global Instagram engagement campaign for Pink Lady® apples

The brief

Pink Lady® is the long-standing
headline sponsor of the Pink Lady®
Food Photographer of the Year Awards,
a competition that draws entries from
professional and highly skilled food
photographers around the world. Pink
Lady® wanted to make this competition
more accessible to customers
who enjoy photography.

The delivery

We created an Instagram-based extension of the Awards designed to encourage food fans to enter their snaps. The mechanic makes great use of hashtags to allow a simple way for people to take part and view the gallery of entries each month. We recruited renowned food photographer David Loftus to judge the awards and use social advertising to drive brand awareness, engagement and entries.

The competition launched in the UK and its success led it to be adopted by other Pink Lady® territories around the world as an international marketing initiative.

The results


Following its success in the UK, Pink Lady®‘s Instagram Snaps competition has been  replicated by the brand in Thailand and Chile with plans to go further in 2019.


Countries reached — In addition to the UK, the competition has also had entries from Europe, Canada, Australia, India, UAE, USA and Hong Kong.

  • 11,125
    Number of entries at the end of January 2019 (Years 2016/17, 2017/18, 2018/19)
  • 1.5m
    More than 1.5 million people globally have engaged with the initiative through Instagram and Facebook

“I was keen to leverage the global success of the PLFPOTY and make it accessible to the PL consumer. The team at MCG instantly understood the brief/challenge and delivered a fantastic vehicle for engaging with our consumers that can be used by our global Pink Lady® family.”

Michelle Evans, Group Head of Marketing, Coregeo