Case study

Driving footfall and awareness with an on-pack promotion for Pink Lady® apples

The brief

Australian Pink Lady® apples licensee and exporter Montague asked us to help them drive sales of Pink Lady® apples in M&S Food. They wanted to celebrate the high quality of the Australian crop and to promote an on-pack competition offering consumers the chance to win a trip to Australia.

The delivery

We harnessed the combined power of advertising and influencer partnerships to quickly educate our target consumer about the offer.

Animated social advertising promoting the on pack offer ran to coincide with a series of influencer partnerships. We asked influencers to tell the story of their shopping trip in search of the stickered packs in Instagram Stories and show their followers how to enter for a chance to bathe in all that Pink Lady® sunshine.

The results

The combined reach of the social media influencer content was 346,000 OTS with more than 10,000 views of Instagram Stories content and almost 3,000 post likes.

Social advertising drove almost 5,000 link clicks at a cost of £0.15

Competition entries 3,366

  • 10,000
    views of Instagram Stories content
  • 3,366
    Competition entries