Hort Innovation’s pineapple marketing program is focused on growing domestic demand for Australian pineapples by increasing awareness, inspiring consumption and positioning pineapples as an easy, versatile and enjoyable choice for everyday eating. 

The FY26/27 strategy builds on learnings from previous Australian Pineapple marketing activity, with a continued focus on the content and campaign approaches that connect consumers with the product and give them more reasons to buy and enjoy Australian pineapples.

The strategy will also continue to prioritise:

• Recipe inspiration: showing consumers the different ways pineapples can be enjoyed beyond a single eating occasion.
• Video and short-form content: providing engaging and easily shareable ways to showcase Australian pineapples.
• Grower storytelling: giving consumers a connection to the Australian growers and farms behind the product.
• Ambassadors and creators: using Chef Jamie Gannon and other content creators to extend campaign reach and introduce Australian pineapples to new audiences.
• Timely market activity: allowing the campaign to respond to seasonal supply, retail opportunities and periods where additional consumer demand is needed.

What's planned

The FY26/27 program will deliver an integrated domestic consumer marketing campaign designed to keep Australian pineapples visible, relevant and appealing throughout the year.

Activity will combine social media, video, recipes, influencer and ambassador content, media opportunities and grower storytelling. Campaign activity will be concentrated around key seasonal and cultural moments, while flexible content will allow the industry to respond to market conditions and opportunities to encourage consumption.

Key activities include:

• Seasonal social media campaigns: aligned with key consumption periods including summer, Christmas and the festive season, New Year wellbeing and Back to School.
• Video-led content: across social channels, including educational, entertaining and trend-based content.
• Recipe inspiration: including eight exclusive pineapple recipes developed with Chef Jamie Gannon.
• Grower storytelling and on-farm content: connecting consumers with Australian pineapple growers and the people behind the product.
• Flexible retail and oversupply activity: enabling the campaign to respond to market conditions and encourage consumption when additional demand is needed.
• Website and digital content: supporting campaign activity with recipes, stories and information that encourage consumers to discover and enjoy Australian pineapples.

Supporting investments

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

• Pineapple FY26 Marketing Campaign (PI24502)
• Pineapple FY27 Marketing Campaign (PI26501)