Marketing snapshot - Hortlink 2018, edition 1

This Hort Innovation Papaya Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 1.

Hort Innovation is responsible for investing the papaya marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Papaya Fund.

Social media activity

A core component of the marketing program revolves around social media, with the Australian Papaya Facebook page continuing to deliver inspiration, recipes, tips on on-farm insights to encourage Australian consumers to enjoy more papaya and papaw. At the tail-end of 2017, in the lead-up to Christmas, social media is where all of the marketing focus was placed, to continue to drive strong reach and awareness.

The best-performing post from this period was a video created by a grower about growing and making the most of red papaya, as seen here. The video was seen by more than 2200 people and shared a number of times in people’s own social media channels, extending its reach. 

Across January and February 2018, the Facebook page reached more than 130,000 people, with momentum building in the approach to peak season.

Other marketing activity

In January, plans for the 2018 campaign were put into place. Activities will bring growers to the forefront, with a media ‘famil’ and farm tour designed to connect key media and influencers with the world of papaya, and inspire the creation of papaya content in their publications and channels.

Media engagement was also planned around a seasonal press release; a new health report developed by dietitian and industry ambassador Caitlin Reid; and tailored papaya hampers sent to media and influencers.

To ensure the continued inspiration of consumers, the development of a suite of brand-new recipes and imagery was also put into motion.