A snapshot of the 2023/24 mango marketing campaign

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

The objective of the 2023/24 mango marketing program was to drive awareness of the mango season and key messages through paid media, earned media (public relations), and in-store activities. The campaign was structured around three strategic pillars: 

• Celebrate the iconic joy that is mangoes.
• Be unmissable in retail over the mango season.
• Share the joy of Aussie mangoes beyond our shores. 

Insights that drove our thinking 

• Top barriers to eating mangoes are perceptions of expensive and messy – 45 per cent of consumers consider mango too expensive (compared with 35 per cent for the average fruit). 23 per cent think mangoes are too messy to eat (compared with nine per cent for the average fruit).
  
  
• Half of mango buyers don’t purchase mangoes regularly – 50 per cent of mango buyers are contribute to only 13 per cent of volume sales.
  
  
• ‘Taste the Sunshine’ is mango magic - Cubery research showed the ‘Taste the Sunshine’ creative was highly effective, with online video scoring 70 (+12 per cent vs. norm) out of 100 and out-of-home advertising scoring 76 (+17 per cent vs. norm) out of 100. 

What the campaign looked like in market 

Pillar 1 – Celebrate the iconic joy that is mangoes 

• ‘Taste the Sunshine’ advertising campaign ran across mass-reaching platforms including out-of-home advertising such as  digital screens outside retail stores , social media, and YouTube. 

• Seasonal launches of mango marketing with sponsorship of the Brisbane Markets Mango Auction and the ‘Delivering Sunshine’ campaign, which featured Bondi Rescue lifeguard Harrison Reid delivering mangoes to Aussies stuck inside over summer. 

Pillar 2 – Be unmissable in retail over the mango season 

• Mango advertisements were placed across major online shopping platforms like Woolworths and Coles. In-store visibility was enhanced with point-of-sale materials such as posters and floor stickers. 

• A supply chain engagement manager ensured consistent and impactful mango presence throughout the retail environment. 

Pillar 3 - Share the joy of Aussie Mangoes beyond our shores

• New Zealand ‘Taste the Sunshine’ campaign promoted Aussie mangoes across out-of-home screens in key retail locations and via social media. 

• Singapore export marketing campaign included in-store sampling, displays, and gift-with-purchase promotions, significantly boosting mango sales. The campaign was a collaboration with Cold Storage, a leading premium supermarket chain in Singapore.  

What did we achieve? 

• Seasonal launches of mango marketing reached 2.5 million with the Brisbane Markets activity contributing 44 per cent and the ‘Delivering Sunshine’ campaign driving 55 per cent of media coverage. At the same time, secured high-profile coverage across channels like Channel 7 Sunrise, news.com.au, and the Courier Mail. 

• Retail media successfully capitalised on consumer impulse buying behaviour, with a strong presence on Woolworths and Coles online increasingonline sales by 26 and 43 per cent respectively. In addition, 905 Metcash/IGA stores displaying mango creative throughout the season. 

• ‘Taste the Sunshine’ campaign surpassed all goals, generating over 15 million opportunities to see the mango messaging, with one in six grocery buyers recalling seeing the advertising. The ‘Slice, Dice, Devour’ creative which shows how to hedgehog a mango, was the top performer, resonating with consumers and driving appetite appeal. 

• Export marketing activity included an extension of the ‘Taste the Sunshine’ campaign which included advertising across out of home supermarket screens and social media, as well as instore displays, sampling, and gift with purchase in Singapore. The New Zealand campaign reached over 1.76 million consumers, and Singaporean resulted in the sales of Australian mango increasing between 56 per cent and 140 per cent across different stores during promotional weeks.