Challenge

Re-energize U.S. marketing for one of the world’s most recognized apple brands, supporting both consumer demand and retail partners. In parallel, support the Pink Lady® U.S. export program to drive awareness and sell-through during their seasonal supply.

Strategy

Refresh the brand for the U.S. market through a redesigned website, updated core messaging, and new content across digital, social, email, and influencer channels. Complement consumer efforts with packaging and brand guidelines, giveaways, and targeted retail support. For export marketing, utilize geo-targeted digital campaigns and customized in-store materials tailored to specific markets.

Results

The revitalized marketing approach was met with strong positive response from both consumers and retailers. Social channels saw significant growth in engagement, website traffic increased, and overall brand sentiment strengthened—reaffirming Pink Lady®’s relevance and appeal in the U.S. market.