Background
Pink Lady is one of the world’s largest fresh produce brands is most recognisable all over the world. In 2021, James Tyler set out to launch and elevate Pink Lady apples in China via a partnership with Freshippo—Alibaba’s flagship new retail platform, which operates over 300 premium fresh food stores across China, blending online and offline grocery experiences.
Opportunity
To drive brand visibility, authentication, and consumer conversion, James Tyler led a high-impact campaign focused on both product and packaging innovation.
Key steps included:
- Designing exclusive “Instagram-worthy” packaging tailored for Freshippo’s premium consumer base
- Partnering with Laava, a digital security company, to integrate unique fingerprint authentication technology for anti-counterfeit protection and digital storytelling
- Sourcing high-quality Pink Lady apples from licensed growers in New Zealand and Chile to ensure consistent taste and supply
- Collaborating with influencers and KOLs to generate awareness and drive direct traffic to Freshippo both in-store and online
Outcome
The campaign was a breakout success—Pink Lady surged into the top 10 trending fruits on Freshippo, a major achievement given the platform’s massive SKU range and fast-moving trends. James Tyler’s full-stack approach from supply chain and packaging to digital activation and sales partnerships demonstrated the power of retail-specific campaigns to build brand momentum and consumer love in China’s competitive fresh produce market.
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