Hort Innovation’s chestnut marketing strategy aims to build awareness, confidence and engagement with Australian chestnuts through events, social media, recipe development and consumer demonstrations. The campaign will showcase chestnuts as a versatile, seasonal ingredient and help more Australian consumers understand how to prepare, cook and enjoy them.

What's planned

Marketing activity will inspire more consumers to cook with chestnuts by showcasing simple preparation techniques, seasonal recipe ideas and opportunities to experience chestnuts in person. 

Key activities include:

• La Fiera Italian Festival will provide an opportunity to introduce consumers to fresh and roasted chestnuts, encourage trial and build excitement around the seasonal eating experience.
• Cooking demonstrations and sampling will help consumers learn how to prepare and cook chestnuts, including practical demonstrations that build confidence and encourage purchase.
• Social media and video content will be used across Instagram and Facebook to share preparation tips, recipe inspiration and seasonal reminders, including short-form video content focused on peeling, storing and cooking chestnuts.
• Recipe development and launch activity will showcase chestnuts’ versatility in winter cooking and give consumers simple, practical ideas for using them at home.
• Collaborations with partners, chefs and market venues will create opportunities for new recipe content, preparation demonstrations and direct consumer engagement.

Supporting investments

A range of investments are underway to deliver the chestnut marketing strategy:

• Chestnuts FY24/25 & FY25/26 Admin & Events (CH24501)
• Chestnuts marketing, PR & social media FY24/25 & FY25/26 (CH24502)
• Chestnuts carry over FY24/25 & FY25/26 (CH24503)
• Chestnuts marketing, PR & social media FY26/27 – FY27/28 (CH26501)