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.
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.