Pink Lady is welcoming the Northern Hemisphere season with a unique promotion for Aldi’s UK customers – the opportunity not only to adopt one of its apple trees in France but a chance to win a trip to its orchards.
Some 500 shoppers will have a tree in Nantes named for them on an eco-friendly family farm run by Thierry Bonnifait, who grows on 54 hectares in the sun- and soil-rich conditions of western France near the Loire River.
“Our aim with this promotion is to create a moment of escapism by giving every winner a little patch of sunshine in one of our orchards in the Vendée this summer,” Pink Lady UK trade marketing manager Julie Criddle said. “Fans love the sweetness and crisp crunch of our juicy apples. This is a result of the way our apples are grown and cared for. We wanted to show consumers exactly what that means.”
Julie Maillard, Europe trade marketing manager UK & Ireland, says that nearly 4,000 shoppers across the UK, Europe and Ireland will get a tree named for them during the season. Those trees will have lanyards … so when the lucky few come to the orchards in France in October they will see their names and others hanging from lanyards on the trees and get a chance sample their apples as well.
Pink Lady is also planning to give runners-up regular updates on their trees along with another branded items.
Shoppers in the UK will have a chance to win their way in through the end of the week by entering the contest on Pink Lady’s website via instructions on the on-pack stickers.