Pink Lady America announced April 10 the addition of a mobile web site and QR Code to its efforts to become more personally attached to the millions of “Pink Lady” brand apple lovers.
"After being ahead of the curve when it came to Facebook and Twitter participation, we're now moving along with some others in the produce industry to go to the next level," Alan Taylor, marketing director of Pink Lady America, said in a press release. "As the push continues to provide even more information to consumers about products and how to use those products, Pink Lady America is taking advantage of the characteristics of its apple."
While Pink Lady America goes out of its way to avoid marketing against other apples it has started promoting quality advantages, including the sweet and tart flavor profile as well as the crisp texture that is slow to turn brown when cut.
"Well-known as a great, fresh, out-of-hand snack, we are now going to be putting additional stress on its role in main dishes and, of course, high-end desserts," Mr. Taylor said in the press release. "And the addition of the QR code and mobile web site will be vital in getting that word out to consumers."
Pink Lady America will be relying on marketers and shippers as well as others in the apple industry to help spread the word because its budget does not allow the company to use an advertising campaign to promote the availability of its social media elements. "We need the code and other contact information on point-of-sale materials and those other avenues reaching consumers," Mr. Taylor said. "And it will also be advantageous to those in the industry to help us in accomplishing this objective."