Case study

Bringing Sensational Reads to Pink Lady® fans

The brief

Coregeo®, the master licensor for Pink Lady® apples, asked us to delve into what made their shoppers tick to inform what content we created to engage Pink Lady® fans. MCG carried out research via Google Surveys to speak to consumers who buy Pink Lady® apples and reading was reported as a key interest area. MCG was asked to develop an integrated lifestyle campaign which focused on reading and tied into the wider campaign, Taste the Wow, celebrating amazing sensory experiences.

The delivery

MCG brokered a partnership with novelist, podcaster and journalist, Caroline O’Donoghue, who created a reading list for Pink Lady®. The Sensational Reads list comprised of eight books, written by female authors from diverse backgrounds, which all featured food in delightfully different ways.

MCG shot three videos which starred Caroline talking about her choices and the wider theme of food writing and fiction. The videos and reading list were advertised as part of an extensive three-month social media campaign, which also saw Caroline promote Pink Lady’s Sensational Reads to her social media following.

To further spread awareness of the reading list, MCG gifted influencers copies of the books along with personalised gifts themed around summer reading.

The results

Almost 510,000 views of the Pink Lady® Sensational Reads videos featuring Caroline O’Donoghue, with a 15.44% view rate on YouTube

Social media advertising reached 695,000 users

Secured 19 mentions from influencers who were sent gifts relating to the Sensational Reads campaign.

The combined Instagram following of those who featured Pink Lady® gifts was more than 500,000

  • 510,000
    Number of video views achieved
  • 15.44%
    View rate of the Sensational Reads videos on YouTube
  • 695,000
    Reach of the social advertising campaign
  • 500,000
    The Instagram reach from influencers sharing the reading-inspired gifts they received