Marketing snapshot - Hortlink 2016, winter

This Hort Innovation Chestnut Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, winter edition.

The marketing program for Australian Chestnuts has focused on media with a second round of outreach in April 2016 to maximise coverage during the season. A wide scope of media received a chestnut season update and accompanying fact sheet and recipes, while 20 key influencer media also received a gift hamper with two kilos of beautifully presented chestnuts along with the 2016 chestnut recipe and information brochure.

The media campaign had a wide reach across the foodservice industry, rural and horticulture publications and consumer media (including press, online and radio), with high impact media coverage including:

• Five full pages in both Mindfood Magazine and Nourish Magazine
• One full page in Hospitality Magazine, plus online coverage
• Foodservice Magazine – online
• Cover of Taste Magazine with an online competition
• Article in The Land and Stock and Land – plus online
• Radio 2UE interview with chestnut grower David McIntyre (approx 6 minutes).

With final results currently being collated and to be reported on shortly, to date there have been 50 pieces of media coverage generated with a reach of over 853,000 people.

New recipes are currently being developed to be included in a revised brochure and media activities for next season, with a marketing plan to be tabled at an upcoming SIAP meeting.