Marketing snapshot - Hortlink 2017, edition 2

This Hort Innovation Custard Apple Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 2.

Following a warm summer and a burst of rain in March, this season custard apples have been at their prime, with growers reporting bumper crops and delicious fruit now available in stores. Hort Innovation’s marketing activities to help drive interest and sales include…

Social media

Throughout the season, the consumer-facing Custard Apples Facebook page is regularly posting insights on how to eat, store and make delicious dishes with Australian custard apples.

Monthly social media calendars have been developed, with two posts per week happening from mid-March to mid-July, using beautiful images, plus infographics and content developed by influencers and media.

Facebook advertising will also be used to deliver key campaign messages and helpful tips to consumers, in an engaging and consistent way. Over the coming months it is expected custard apple content will reach some 350,000 people, and grow the number of ‘fans’ of the Facebook page significantly.

Public relations

A seasonal media release has been distributed to media, highlighting the season and some of the uses and health benefits of the fruit. Look for updates in future editions of Hortlink.

The Sydney Royal Easter Show

Running from April 6 to 19, the Sydney Royal Easter Show was a great opportunity to showcase custard apples, with 922,000 people attending the event (a 20 per cent increase from the previous year, and the highest since 2004).

As part of the tropical fruits exhibit, Aussie custard apples enjoyed a busy position in the Woolworths Pavilion – the busiest pavilion at the show. Ambassadors in industry uniforms handed out 19,800 samples and 40,000 brochures/recipe leaflets. Feedback from showgoers was very positive, with many experiencing the taste of custard apple for the first time and walking away with a healthy appreciation of the fruit.