A snapshot of the 2023/24 apple marketing campaign

Hort Innovation is responsible for investing the apple marketing levy into a range of activities to drive awareness and consideration. Here is a quick look at what happened during 2023/24… 

The apple marketing plan aimed to refresh consumer excitement for apples, positioning them as the go-to healthy snack for all Australians. The campaign had two pillars to increase the frequency of apple consumption in Aussie households: 

• Boost the desire for apples – the ‘Hit Refresh 2.0’ campaign was developed.
• Surprise and delight at the point of purchase – use merchandising in-store to inspire apple purchases.  

Insights that drove our thinking 

• Household purchases: While 88 per cent of households purchased apples in the past year, only 50 per cent had bought them in the last four weeks. This indicated a clear opportunity to increase purchase frequency, especially among infrequent buyers.
  
  
• Apples are less exciting: 18 per cent of consumers believed there were more exciting alternatives to apples, compared to eight per cent for other fruits.
  
  
• Strength in snacking: Apples have significant snacking potential, with 61 per cent of apple volume attributed to snacking compared to 46 per cent for all fruit. Apples also hold the largest share of the snacking category (18 per cent), even surpassing bananas (15 per cent).
  
  
• Export opportunity: The international campaign focused on the Soluna™ variety, aiming to enhance brand awareness and loyalty. It prioritised markets with the highest potential for growth, allowing for efficient resource allocation. Efforts were made to tailor the unique aspects of the Soluna™ brand in each country, ensuring cultural and consumer relevance. 

What the campaign looked like in market 

Hit Refresh campaign – domestic: 

• A refined look and feel for the campaign, featuring a modernised logo.
• Budget optimisation across media channels with increased investment in radio (focusing on 15-second spots), out-of-home advertising (metro and regional placements), YouTube, and social platforms like Meta (Facebook and Instagram) and TikTok.
• Messaging extended to highlight apple varieties and pairing options, which performed well in consumer engagement. 

In-store sampling and education – domestic:  

• Robust in-store sampling activities in Coles and Woolworths, allowing shoppers to try different apple varieties.
• The apple and pear retail education program improved in-store presentation and trained staff on best merchandising practices, ensuring a consistent and high-quality consumer experience. 

International campaign: 

• Thailand – campaign partnered with local retailers with in-store promotions including in-store advertising, sampling opportunities, retailer workshops, product training days, “Taste of Australia” event and social media.
• Hong Kong – promoted through a diverse mix of activities with retail partners. The campaign featured a TVB segment and commercial, a promotional food truck, cross-tunnel billboards, and extensive sampling sessions.
• Singapore – partnership with local retailers including in-store advertising, sampling opportunities and retailer workshops.
• Dubai - partnership with local retailers including e-commerce campaigns, social media, and in-store sampling. Also used publications including Nourish Magazine.
• Malaysia – partnership with local retailers including in-store advertising, truck branding, and in-store sampling. A social media campaign complemented these efforts.  

What did we achieve? 

Drove awareness and encouraged consumption:

• Radio reached over 5.1 million consumers.
• Out-of-home advertising reached 3.6 million consumers in metro areas and 1.2 million in regional areas.
• YouTube delivered over 8.6 million impressions, effectively building pre-store awareness.
• Meta (Facebook and Instagram) reached 7.8 million consumers, TikTok reached 2.9 million consumers. 

In-store sampling: 

• Over 108,000 samples were distributed, with an estimated 135,000 shoppers exposed to various apple varieties.
• 88 per cent of participants tried a new variety, with Kanzi apples being the most popular among those sampling for the first time. 

International campaign: 

• Thailand – increased awareness and sales of Soluna™ apples.
• Hong Kong – Soluna™ apples were promoted with high visibility events, including a food expo that attracted 480,000 attendees. The TVB launch was successful with 1,500 boxes sold within 15 minutes during the launch.
• Singapore – activities successfully engaged consumers, encouraging trial and purchase of Soluna™ apples.
• Dubai – the campaign increased online and in-store visibility, enhancing consumer reach and sales through targeted promotions and sampling.
• Malaysia – campaign resulted in strong brand awareness and increased sales.