Hort Innovation is responsible for investing the raspberry and blackberry marketing levy into a range of activities to grow awareness and consumption of the berries. Recent marketing efforts have included…
To promote and encourage trial of Australian raspberries and blackberries, an in-store sampling program was run from late January to February 18, at selected Coles and Woolworths stores in New South Wales, Victoria and Queensland.
Brand ambassadors offered shoppers samples of fresh berries on natural yoghurt topped with fresh mint leaves, and communicated key selling messages and price promotion (when applicable) to the target market.
Across 103 in-store sessions, the ambassadors had interactions with some 16,380 shoppers and distributed more than 13,300 samples. Over 50 per cent of shoppers who stopped by the in-store stands went on to purchase berries.
Public relations activity/media coverage
PR activity began with a media launch back in November and continued throughout the season. It resulted in 116 pieces of media and social media coverage in total, with Australian berry recipes and information reaching well over eight million people combined.
Coverage included berries being featured in a range of high-profile magazines, including Delicious, Australian Women’s Weekly, Women’s Health and New Idea); in metro and regional newspapers (close to 40 inclusions); online and in social media; and even on radio.
Social media campaign
Activity on the consumer-facing raspberry and blackberry Facebook page (www.facebook.com/lovefreshberries) wrapped up at the end of April. Over the duration of the campaign, over 413,682 people were reached with the page’s recipe ideas, berry tips, inspiration and more, with 2700 new fans liking the page. More detailed results of the total campaign will be reported on in the next edition of Hortlink.
In-store sampling activity for raspberries and blackberries