Leaflet label specialist Inprint has produced an eye-catching, heart-shaped form label for a recent sales promotion run by Empire World Trade Ltd for the Pink Lady apple variety.

The promotion, which was run in Tesco stores nationwide, gave consumers the chance to win £100 worth of Mattel Barbie dolls and accessories instantly.

Further winning leaflet labels also included a £2 coupon, which could be redeemed against the new College Style Barbie at Tesco stores.

The uniquely-shaped, bright pink label was printed on 115gsm gloss in four-colour process to ensure a high-quality finish.

Four different versions were developed – eight-page leaflets for the winning and losing labels that included the £2 coupon, and four-page leaflets for winners and losers of the £100 prize.

The packing details were then printed onto the label and applied on pack at Empire World Trade’s facility.

“We wanted to do something exciting and different in the produce aisles at Tesco, and worked on the obvious link between the Pink Lady and Barbie brands,” said Julie Graham, marketing manager, Empire World Trade.

“A leaflet label campaign was new ground for us, but it really offered something different and eye-catching in-store and the sales were excellent . We were really pleased with the look of the pack.”

The success of the promotion was evident through strong sales over the campaign period. Julie Graham again: “The bright label and packaging appealed to children and young girls in particular, and it highlighted that healthy-eating is fun.”

Andrew Walker, Inprint’s business development manager, commented: “Promotional leaflet labels are an attractive, versatile and effective way of increasing product sales.

“The Pink Lady campaign with Empire World Trade demonstrates how a unique and colourful label design can really encourage consumers to make a purchase at point-of-sale.”