International cherries trade launch event 2023/24 (CY23000)

What was it all about?

In 2023 and 2024, this project promoted Australian cherries in Vietnam through season launch events that educated local consumers about the provenance, health benefits and premium nature of the produce.

The launch events complement a more comprehensive retail-focused marketing program developed in Vietnam for the Australian cherry industry as part of the wider Grown in Good Nature program.

These seasons launch events took place in Vietnam’s most influential cities of Hanoi and Ho Chi Minh City with the objective of improving the knowledge, attitude and purchase intent of local consumers and drive volume growth. Industry media and social media influencers were invited to introduce the variety of cherries during the festive season and educate local shoppers about the premium nature of the commodity.

The events were organised in collaboration with retail partners (Lotte Mart and AEON) as a way to target local consumers and have them try the product in a fun and entertaining environment. Tastings and giveaways were at the centre of this activity to drive sales in stores and increase the awareness of Australian cherries in a highly competitive environment.

The first event, hosted in collaboration with local retailer AEON on December 2, 2023, was well received by the public, with multiple achievements including:

• Over 250 visitors to the event over the course of the day.
•  More than 20kg of product samples sold.
• Over 26,691 in total social media reach through two key opinion leaders in influencer engagement.

The second event, hosted in collaboration with local retailer Lotte Mart on January 6, 2024, experienced positive results as well from their launch event including:

• Over 200 visitors to the event over the course of the day.
•  More than 20kg of product samples sold as well as over 50 sets of gift-with-purchases redeemed.
• Over 75,799 in total social media reach through six key opinion leaders in influencer engagement.