Twenty Degree’s-owned brand Pink Lady Apples encourages consumers to celebrate “individuality” in its latest campaign.

Devised by creative agency McCann Bristol, ‘Find Your Fizz’ was designed to “drive sales and brand awareness” of the apple variety.  It embraces the apple’s fizzy taste and encourages consumers to celebrate the “unapologetic moments of joy and mischief we often suppress”.

It comes as research from McCann highlighted that many Brits, especially young women, are often hesitant to express themselves due to fear of social judgment.

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McCann Bristol’s ECD, Zane Radcliffe said: “This is a fresh approach from a client who recognises the power of humour and doing things a little differently.

“There’s no apple quite like Pink Lady, in terms of colour and taste and we wanted to create an ad that was equally distinctive and disruptive. The directing and performances are a joy and the scenario wonderfully mischievous.”

The Pink Lady brand team at Twenty Degrees said: “We’re excited by the creative execution McCann has succeeded in bringing to life for the UK market. Our goal was to entertain consumers, giving them permission to celebrate their individuality and find joy in it. Much like a Pink Lady apple. We’re proudly leaning into our distinctive profile.”

The campaign will run across TV, digital-out-of-home, digital and social media.