Hort Innovation’s lychee marketing campaign focuses on encouraging trial, improving visibility and helping more consumers see lychees as a premium, seasonal summer fruit.

Consumer insights informing the strategy

The strategy is informed by strong category performance and clear learnings from recent activity. Lychees outperformed total fruit in the latest NielsenIQ Homescan data, with growth driven by higher buyer reach, increased spend and slightly higher volume purchased per buyer. Sampling also showed strong potential to convert trial into intent and advocacy, with taste emerging as the key hook to buy, while price, value perception and in-store discoverability remain important barriers to address.

What's planned

• Active sampling campaign to get fresh Australian lychees into consumers’ hands, encourage conversation and advocacy, and help shoppers experience the fruit’s taste, freshness and seasonality first-hand.
• Social influencer activity to showcase lychees in an engaging and consumer-friendly way, reinforcing their role as a special summer fruit for snacking, entertaining and everyday enjoyment.
• Harris Farm partnership to support in-store engagement and shopper education through content, sampling and grower storytelling, helping consumers better understand, find and enjoy lychees at their seasonal peak.
   

Supporting investments

A range of investments are underway to deliver the lychee marketing strategy, including:

• Lychee’s Harris Farm FY26-27 (LY26501)