A snapshot of the 2023/24 cherry marketing campaign

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

The 2023/24 marketing program for cherries focused on three key pillars: building awareness in the domestic market (Cherish the moment this summer with Aussie cherries), fostering preference for Australian cherries in export markets, and testing new opportunities to maximise returns for growers. 

Insights that drove our thinking 

• Infrequent cherry buyers, who constitute 55 per cent of the buyer base, account for only 18 per cent of volume and purchase smaller quantities less frequently. Notably, 40 per cent of cherry buyers bought cherries just once a year. This presents a significant opportunity to target these consumers to increase purchase frequency. 

• More than 40 per cent of consumers reported that cherries are something they love to eat. Snacking occasions account for 73 per cent of cherry consumption, compared to 56 per cent for other fruits, suggesting a strong opportunity to position cherries as a go-to snack. 

• Vietnam and China are key growth export markets for Australian cherries. Vietnam is the second-largest export market, with a 3.6 per cent increase in quantity and volume compared with last year. China is the third-largest market, showing a remarkable growth of 143 per cent in quantity and volume over the last year. 

What the campaign looked like in market 

The 2023/24 campaign was strategically divided into three pillars, each targeting a specific goal: 

Pillar 1: Build awareness in the domestic market 

Social media was used to increase awareness and engagement with the campaign focusing on summer usage ideas, health benefits, and the local quality of Australian cherries. Continued tailored promotions were utilised in each state, boosting local awareness and sales. These included social media campaigns, influencer partnerships, and regional events to encourage local consumption and visits to cherry orchards. 

Pillar 2: Testing new opportunities to maximise returns for growers 

Participated in trade shows and launch events in China and Vietnam to directly engage with potential buyers and stakeholders, gather insights, and optimise future campaigns for better returns. 

Pillar 3: Build preference for Australian cherries in export markets 

The campaign promoted Australian cherries in key export markets like Vietnam and China through comprehensive marketing strategies. This included launch events, retail programs, eCommerce initiatives, and a significant presence at the Food & Hospitality China (FHC) tradeshow in Shanghai to enhance visibility and preference for Australian cherries. 

What did we achieve? 

The 2023/24 marketing campaign achieved notable successes across various metrics including social media and export growth. The social media campaign effectively drove awareness and engagement among grocery buyers, generating 3.2 million impressions. Video content performed particularly well, with 95,000 views to completion. 

Similarly, the export marketing efforts in Vietnam and China significantly boosted awareness and engagement, contributing to substantial growth in both volume and value. In China, Australian cherries experienced a 143 per cent year-on-year export increase. The FHC tradeshow in Shanghai provided the brand with significant exposure to 150,000 visitors and generated over 100 business leads.