Pink Lady has unveiled a fresh partnership with comedian and presenter Judi Love as a key element of its new ‘Empower Your Lunch Hour’ initiative.
The leading apple brand has recruited Judi Love to address the "lunchtime taboos that dominate UK offices”, following recent research conducted by the company.
The survey, carried out by Pink Lady with 2,000 office workers, revealed that 81 per cent of respondents admitted they would not eat the same foods at work as they do at home.
Furthermore, 57 per cent confessed feeling self-conscious about eating something deemed ‘unhealthy’ for lunch when surrounded by colleagues enjoying healthier options, while nearly half (49 per cent) admitted that others' judgement influenced their lunch choices.
According to Pink Lady, 45 per cent of office workers said they found themselves critiquing their coworkers’ meals, and more than half (55 per cent) worried that colleagues would judge the size of their lunch.
To bring this campaign to life, Judi Love stars in video content that "puts her signature comedic spin" on lunchtime etiquette. She encourages people to disregard judgement and make their own choices when it comes to their lunch.
“Fuelling ourselves when we’re busy at work is important so in my humble opinion, that plate should be filled,” Love stated. “When I’m on set, we work long days – it’s not as glamorous as it may look. Having nutritious, satisfying meals is key to me being on my A-game.”
Pink Lady outlined that the campaign would utilise social advertising, editorial coverage, and also feature on Judi Love’s social media channels. This approach aims to target office workers during their lunchtime, increase purchase frequency, and attract new customers to the brand.
According to recent data from Kantar, Pink Lady enjoyed another successful year, with both volume and value growth outpacing the wider apple market.
The brand's volume sales saw a 14 per cent increase year-on-year, and value grew by 9 per cent. This growth has been attributed to successful marketing, strong brand presence, and retail initiatives that have attracted more consumers, with penetration rising by 10 per cent year-on-year.
“We’re delighted to have Judi Love star in our latest campaign,” said Lynn Shaw, senior marketing and communications manager at Pink Lady UK. “Our research highlights how many unwritten rules office workers feel pressured to follow – but Judi’s relatable humour is the perfect antidote, inspiring people to embrace their individuality when it comes to work lunches.
“As a brand, our goal is to own the lunchtime occasion, and this campaign will help make Pink Lady synonymous with lunchtimes – with Judi Love bringing the spirit and fizz of the Pink Lady brand to life.”
Love added: “I’ve loved having lunch with Pink Lady. One of my favourite mottos is ‘laughter is healing’ – so it’s been great to bring some humour to a topic we all secretly relate to.
“We really want to encourage people to shake off the pressure to conform and reassure them that it’s okay to do things a bit differently sometimes!”
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