What was it all about?

This project delivered a coordinated domestic and export marketing program to strengthen the premium positioning of Australian cherries and increase demand during key seasonal moments. It successfully built awareness, preference and trust for Australian cherries across Australia and priority export markets, while delivering strong reach, engagement and cost efficiency through paid media, events and influencer activity.

The project developed a refreshed brand strategy and a suite of brand assets for use across domestic, trade and export markets. Activities included a national paid social media campaign during summer, new creative assets highlighting freshness, provenance and health credentials, and retail-facing education materials. 

In export markets, the project delivered season launch events in Vietnam, China Mainland, Taiwan and Hong Kong, supported by influencer collaborations, earned media and trade engagement. These events connected growers directly with importers, retailers and media, showcasing Australian cherry quality and the 72 hour airfreight advantage.