Pink Lady® "Find Your Fizz" PR Activation Concepts

Pink Lady® apples’ “Find Your Fizz” platform is rooted in celebrating joy, authenticity, and everyday moments of pleasure. The brief was to develop forward-thinking campaign ideas for 2026/27—exploring social-first challenges, experiential activations, and user-generated content centred around wellness, kindness, and self-expression.

The response was a set of bold, culturally-led concepts designed to spark participation and conversation.

The first idea reimagined Valentine’s Day with the launch of an exclusive romantasy, erotic novella by Jodi Ellen Malpas. Designed as a ‘snackable’ read for commutes and daily breaks, the campaign would build momentum through out-of-home placements across buses, trains, and billboards—supported by playful, acted PR stunts embedded into everyday travel moments.

The second idea centred around a nationwide experiential activation featuring apple vending machines with interactive digital screens. Fronted by Harriet Kemsley, the campaign invited audiences to “Find Your Fizz” by sharing acts of kindness and moments of joy on social media. Installed across UK cities, the machines would reward participation with a Pink Lady® apple—bridging digital engagement with real-world interaction.

My role: Art direction, activation concepts and visualisation, AI-generated concept visualisation.