CLIENT
Coregeo (Pink Lady® apples)
Michelle Evans, Head of Marketing Group
Lynn Shaw, Marketing Manager – Pink Lady®
Kyla Flynn, PR and Social Manager
AGENCY
Kathryn Ellis, Managing Partner, Strategy
Lauren Chamberlain, Senior Account Manager
Jon Dunbar, Business Director
Jake Pole, Art Director
Universal McCann (Bristol) *Lead Agency
Sue Hendry, Managing Partner, Media
Tom Wigley, Senior Media Manager
MCG Leeds
Kate Gray, Creative Director
Katy Meehan, PR Account Director
Carys Barker, Senior Account Manager
Alice Gorman, Social Media Manager
Kantar Millward Brown
SUMMARY
This type of entry is rare today. It simply shows how building a brand with marketing can add value to a product in a commodity market. It bolsters industry evidence to support penetration growth as the best route to long-term growth. It upholds the view that investing in an economic downturn, well the worst pandemic in history, can capture exponential share of voice and market. Pink Lady®’s story reminds us of many things we already know, so in many ways it is ordinary. But for that reason, we believe it is an outstanding example of the effectiveness of marketing.
