A snapshot of the 2023/24 lychee marketing campaign

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

The 2023/24 lychee marketing campaign aimed to raise awareness of lychees and drive demand at the start of the season. The campaign continued to leverage the strategic idea of making festive get-togethers a special celebration with Aussie lychees while educating consumers on how to pick, prepare, and enjoy them. 

Insights that drove our thinking 

• Although household penetration improved compared to the previous year (8.1 per cent vs. 6.6 per cent), lychee awareness remains low. This highlights the need to increase household consumption and drive consideration for lychees.
  
  
• The main barriers to lychee purchase are that not enough people in households consume them, some people dislike their taste or texture, and they are perceived as expensive.
  
  
• The campaign continued to focus on the opportunity to ‘make festive get-togethers a special celebration’ strategy while also addressing challenges like low consideration by teaching people how to pick, prepare, and eat lychees. 

What the campaign looked like in market 

• Social media –the primary goal was to drive reach and raise awareness, motivating consumers to try lychees. The campaign was live on Facebook and Instagram from November 2023 until February 2024. The social media strategy included content creation, media boosting, and community management to maximise engagement and reach within the budget parameters.
  
  
• Media relations –the activity focused on ‘bursts’ of media outreach to capture consumer attention using recipe and lifestyle assets to secure coverage in top-tier media titles. Additionally, hampers and tip sheets were distributed to key media and influencers to kick-start the campaign and generate buzz. 

What did we achieve? 

• The social media campaign generated over 4.3 million opportunities to see the content, with one of the videos reaching over 80,000 views. 
  
  
• The media relations efforts generated over 6.6 million opportunities to see the campaign. It secured 19 pieces of coverage across traditional and social media outlets, with highlights including a TV segment on "Sunrise" and features in "New Idea," "Kidspot," and "MiNDFOOD."