Pink Lady came up with a novel idea to keep fruit in perfect condition for longer earlier this year with the launch of the cosy, a knitted apple protector. 

The novel promotional campaign proved so successful the British PR company behind it Coregeo is now considering how to expand on the idea throughout 2016.

Around 340 Asda supermarkets across the U.K. ran the campaign which gave customers a complementary cosy for every purchase of a 1kg (2.2lbs) bag of Pink Lady apples.

The campaign was the first of its kind for Pink Lady in Britain and was designed to offer consumers a unique and unusual promotional gift that strengthens branding.

Around 240,000 cosies were given out.

"Asda was pleased with how the campaign went and we’re already planning to replicate the activity, looking at how we can make the next apple cosy campaign bigger and better," says assistant manager for Pink Lady, Maxine Delacour.

"The apple cosies help our customers protect their favorite apples wherever they go, meaning their snack is always in perfect condition."

Although sales figures are still being calculated, there was a marked uplift in sales during the campaign period.

www.freshfruitportal.com