Marketing snapshot - September 2018

Hort Innovation is responsible for investing the pineapple marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Pineapple Fund. Here’s a look at some of the most recent activity…

In 2018, the Australian Pineapples Endless Aussie Summer campaign is set to gain momentum, representing year two of the industry’s three-year strategic marketing plan.

Public relations

15 million consumers have been reached with PR coverage to date, with pineapple content featuring in top tier publications such as New Idea, Woman’s Day and Australian Healthy Food Guide.

To help achieve this, a media event was held in July to engage media and influencers ensuring Australian Pineapples were top of mind for consumers during winter.  A bespoke four course pineapple-inspired menu was showcased, and guests were educated about seasonality, selection and tips from pineapple growers who were speakers on the day.

Ben Milbourne who is the latest Australian Pineapples ambassador has also been pivotal in achieving PR coverage and consumer reach. In his role as Australian Pineapples ambassador he has produced great pineapple-inspired recipes and images to leverage with media, as well as adding credibility to messaging about pineapples. His pineapple recipes have been featured in BW Magazine and Best Recipes which have 300,000 and 900,000 readership numbers respectively.

Leading into summer, hampers will be delivered to ten key media outlets to encourage them to feature pineapple content. They will contain a media release, tips and fact sheets, summer themed recipe cards and fresh pineapples.

Social media

The ‘always on’ social approach via Facebook and Instagram has delivered strong opportunities for Australian Pineapples to engage with consumers and ensures that pineapples are top of mind even during the winter season. In 2018 so far, the Australian Pineapples social media content has reached over 650,000 people. Farm content continues to prove highly engaging with an average engagement rate of 11% when featuring grower content (vs. 7% target).

Website

The new Australian Pineapples website is now live. The website has an improved design that features an ‘endless summer’ theme with pineapples as the hero. This website now includes search engine optimisation (SEO) which will help people looking for Australian Pineapples content find it more easily when searching on the internet.