A snapshot of the 2023/24 persimmon marketing campaign

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

The persimmon marketing campaign focused on increasing in-store conversions and encouraging snacking moments, highlighting persimmons as a versatile and enjoyable fruit. The campaign aimed to boost household penetration and build a stronger emotional connection with consumers through strategic in-store and educational activities. 

Insights that drove our thinking 

• With nine per cent of consumers purchasing persimmons, there is significant opportunity to encourage consumption at the point of purchase.
  
  
• Only eight per cent of consumers identify persimmons as something they love to eat, there is an opportunity to build emotional connection.
  
  
• Once people try a persimmon, almost 1 in 2 are highly satisfied, and nearly one in three believe it is worth what they pay. Encouraging initial trials can lead to repeat purchases and increased demand. 

What the campaign looked like in the market 

• In-store sampling activities in Coles and Woolworths, allowing shoppers to try persimmons.
  
  
• Educational flyers were also provided to consumers along with display and merchandising posters to retail staff.
  
  
• In addition to in-store sampling, 150 consumers were sent into store to experience taking persimmons home with them. A follow-up survey conducted one month later was designed to assess purchase intentions. Some consumers also shared their experience across social media. 

 What did we achieve? 

• Sampling success: a total of 10,825 samples were consumed, and 15,261 shoppers were exposed to persimmons in-store during the sampling period. An impressive 71 per cent of shoppers who interacted with the sampling campaign were converted into trying a sample, and 39 per cent of those who sampled were converted into purchasers.
  
  
• Increased sales: during the sampling period, 4,223 persimmons were sold, demonstrating the effectiveness of in-store sampling in driving sales.
  
  
• Repeat purchase intent:  A follow-up survey conducted one month later revealed that 86 per cent of those who purchased persimmons intended to keep buying them, indicating a positive impact on long-term purchasing behaviour.