Hort Innovation’s passionfruit marketing strategy aims to grow consumer demand for Australian passionfruit by building awareness, improving knowledge and encouraging purchase intent. The campaign focuses on keeping passionfruit top of mind during key seasonal moments, while reinforcing its role as a sweet, colourful and easy way to brighten everyday snacks, meals and moments.

Consumer insights informing the strategy

Consumer and category insights show that passionfruit is recognised as healthy, delicious, colourful and exotic, but it is not yet seen as an everyday staple. Household penetration remains low, with only 12 per cent of households purchasing passionfruit over the past year and many purchasing infrequently. Key barriers include price, seasonality and availability, while social sentiment suggests the snacking occasion is a strong opportunity, particularly when passionfruit is shown in accessible, kid-friendly and everyday formats.

What's planned

The FY26/27 campaign will drive top-of-mind awareness through targeted social activity, influencer partnerships and simple snacking-led content. Activity will run across two key bursts, aligned to the winter flush and back-to-school period, helping keep passionfruit visible when consumers are more likely to be looking for fresh, easy and appealing food ideas.

Key activities include:

• Paid social campaign will use existing assets where possible to reach consumers efficiently across Meta and continue building awareness.
• Influencer partnerships will deliver relatable inspiration and show simple, everyday ways to enjoy passionfruit.
• New snacking content will hero passionfruit in accessible formats and support campaign creative needs.
• Industry-led Facebook activity will support the broader campaign and provide a flexible channel for grower and industry updates.

Supporting investments

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

• Passionfruit FY26 Marketing – Industry-Led Social (PF25502)
• Passionfruit FY26 – Winter Social Campaign (PF26501)