Marketing snapshot - Hortlink 2016, spring

This Hort Innovation Pineapple Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, spring edition.

There is a three-year marketing program for the pineapple industry that’s now in the early stages of execution. The aim of this first year is to lay the groundwork for the Australian Pineapples brand for current and future seasons. The idea of the ‘Endless Aussie Summer’ will be a key theme through the life of the marketing program, with a focus on Australian pineapples being available all year long.

To kick off the campaign, Sydney locals were treated to the first taste of summer in early September, when Australian Pineapples took over the city’s finest produce market at the Entertainment Quarter in the city’s east.

Hosted by Australian Pineapples ambassador Martyna Angell, at the event market goers had the opportunity to sample and purchase an abundance of dishes featuring the fruit. Visitors were also able to watch two live cooking demonstrations featuring new ways to entertain with pineapples, participate in Q&A sessions, and purchase fresh pineapples in some of the market stalls. The event was also attended by key media outlets.

Other activity

• The look and feel of Australian Pineapple’s photography and website are currently being refreshed to inspire consumers and to showcase simple ways pineapples can be enjoyed.  Some of this new content is already being distributed via the Australian Pineapples Facebook page (www.facebook.com/AussiePineapples) and Instagram account (@aussiepineapples).
• New recipes have also been developed and have recently been printed and released to retailers. The recipes were developed to highlight the #endlesssummer with pina colada popsicle recipes and barbecued/grilled dishes.
• During years two and three of the program, the plan is for Australian Pineapples to partner with other tropical industries in joint in-store programs to educate consumers at the point of purchase.