Marketing snapshot - Hortlink 2017, edition 2

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

Hort Innovation’s management of the industry’s marketing has seen the mushroom marketing levy invested in the following activity in recent months…

In-store sampling

During February there was extensive in-store sampling in 100 IGA stores, again in conjunction with Australian Onions. This was supported by point-of-sale kits and catalogue promotions. Some 7000 mushroom-dish samples were given out, with 34 per cent of the people who received a sample going on to purchase mushrooms.

Following the promotion, the average weekly scan sales for mushrooms have increased by 4.7 per cent, pointing to the ability of the promotional approach to drive sales directly.

Television advertising

As reported in the last edition of Hortlink, the Australian Mushrooms television campaign was launched in February in the two strongest programs at the time – Married at First Sight and My Kitchen Rules – in every metro market. Running from February 5 until March 19, the reach goal set was exceeded in all states, proving a very successful campaign for the period.

The campaign involved ads targeted to specific times of the day, such as this one featuring an Australian Mushrooms breakfast omelette.

The Sydney Royal Easter Show

Running from April 6 to 19, the Sydney Royal Easter Show drew 922,000 visitors. Australian Mushrooms were represented in a corner position within the Woolworths Fresh Food Dome, offering up recipe samples and cooking demonstrations. A total of 45,000 samples and 60,000 brochures were given out.

The brand’s participation was selected due to timing of the event, footfall, geographic coverage and the demographic of showgoers.