Le Pontet, 11 April 2022. Established in 2014, the Pink My Life club has continued to grow over the years. In the beginning, the Pink Lady® Europe loyalty club primarily intended to reward consumer loyalty through prizes awarded based on the points collected from codes on the back of fruit stickers.
Today, the 300,000 fans will discover a brand new, personalised space, which favours the relational and experiential over the transactional, and offers its users the opportunity to become real brand ambassadors. The aim is to help create a strong relationship between the brand and its consumers, an important objective for Pink Lady®. This new interactivity will allow consumers to:
- Learn while having fun thanks to game modules, and progressively improve their status to become ambassadors;
- Contribute to the community through various activities (DIY, competitions, culinary challenges, etc.) and earn ‘heart points’, which can be used each season to enjoy exclusive experiences;
- Discover all the brand’s promotional initiatives (shop games, offers, etc.), so as not to miss anything.
In addition to this personalised space, a newsletter will be sent to all members to offer the best of Pink Lady® every month: news about the club, local events, competitions, commercial operations, etc.
This global ecosystem will therefore enable Pink Lady® Europe to strengthen its relationship with its community and allow consumers to learn more about apples, the brand’s commitments and the values of its sector in a fun way. This relationship will, of course, continue to be strengthened throughout the season thanks to operations such as Adopt a Tree and Bee Pink, as well as events for the general public to increase proximity and develop dialogue between consumers and producers.