Pink Lady Awards Global Brief to McCann


Published on July 11, 2019

Apple & Pear Australia (APAL), the brand owner for apple brand Pink Lady®, has appointed McCann Bristol as its lead global communications agency. The news comes after five successful years working together in the UK and cements the agency’s position as a strategic ally in the brand’s worldwide expansion.

The integrated team will be responsible for developing all creative advertising content across APAL’s key global markets including China, UAE, Saudi Arabia, Qatar, Thailand, and Vietnam. It will also coordinate all activation via McCann’s locally-based agencies. This is in addition to the UK work, which it has retained.

The contract will see the development of brand advertising, on-pack and in-store promotions, and a global website. It will continue to focus on the superior quality of Pink Lady®, which is the first apple tree to blossom in spring, and last to harvest in autumn. This provides time to develop a unique sweet and tangy flavour – a key factor in its success. The creative content is currently in progress and will be rolled out from August.

The win is testament to McCann Bristol’s prior success, having supported APAL’s UK subsidiary Coregeo® through a period of sustained growth of 15 per cent year-on-year.

Michelle Evans, Group Head of Marketing at APAL, added, “This is the start of a fantastic global relationship with the wider McCann network. We’re incredibly excited to see our partnership grow into new markets and expect to see great results from the campaign.”