Marketing snapshot - 2020/21

Hort Innovation is responsible for investing the pineapple marketing levy into a range of activities to drive awareness and consumption of the fruit, under the Hort Innovation Pineapple Fund. Read on for a snapshot of activities and results from the 2020/21 marketing program.

The pineapple marketing program encouraged consumers to ‘add some Aussie sunshine to everyday meals with Australian pineapples’ during 2020/21. Consumers were provided with inspiring content featuring Aussie pineapples with a focus on their health and flavour.

Recipe development

The pineapple marketing campaign collaborated with food photographer, stylist and recipe developer Bonnie Coumbe to develop new inspiring content. This included videos, recipes and imagery for use across social media platforms.

Bonnie created a hero video that showcased three easy ways to eat more Aussie pineapples as snacks, along with two new recipes for a caramel pineapple tart and pineapple jerk chicken.

Social media

The Australian Pineapples Facebook (www.facebook.com/aussiepineapples) and Instagram (@aussiepineapples) social channels have been used to promote educational and inspirational content, to consistently remind the target audience to add some Aussie sunshine with pineapples.

There was a focus on three key content pillars in 2020/21 to address key barriers to purchase, based on consumer insights: ‘Taste the sunshine’ (usage tips, recipes, tips on selection and storage); ‘Feel the sunshine’ (nutrition information and health usage ideas); and ‘Peek into the sunshine’ (grower stories to highlight provenance).

The social media campaign performed well delivering more than 1.2 million opportunities to see the pineapple-inspired content across Facebook and Instagram and achieving more than 19,000 engagements (such as likes, shares and comments).