Marketing snapshot - Hortlink 2017, edition 2

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

February and March saw the mango ‘consumer demand plan’ (the marketing initiative made up of public relations, events and social media activity) come to an end. Much of the campaign’s activity was described in detail in the last Hortlink, and as the season drew to a close, coverage for mango recipes remained strong in the media right to the end. There was also good coverage of the campaign’s mango freezing tips to help consumers extend the season – such as this article from Better Homes and Gardens.

Strong engagement in mango social media channels also continued right to the end, with a great response to this grower farewell Facebook video, made to thank the social media community for their support throughout the season. Posted to sign-off the Facebook page on March 26, more than 35,000 mango lovers have watched the video. More than 120 people also shared it in their own social media channels, and there were some 160 comments saying thank you back, with fans expressing how much they can’t wait for Aussie Mangoes to be back in season again.

Social activity also concluded with the Aussie Mangoes Instagram account (@aussiemangoes) reaching 5000 fans – showing just how much love Australians have for mangoes.

Campaign results

The results of Hort Innovation’s three-year strategic marketing plan for the mango industry were presented at the 11th Australian Mango Conference in early May.

Nielsen data showed, from 2013 to 2016, unit growth of 18.4 per cent, price growth of 18.1 per cent and value growth of a considerable 39.8 per cent. To put that into perspective, from 2013 to 2016, overall the fruit category grew 20 per cent in value – making a growth of 39.8 per cent for mangoes an incredible achievement.

This growth was driven by gaining an extra 590,000 households into the category.

Planning is underway for the next three-year marketing campaign.