A snapshot of the 2023/24 pineapple marketing campaign

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

The pineapple marketing campaign aimed to make it easy for consumers to choose, prepare, and enjoy Australian pineapples. The campaign included influencer collaboration and ongoing website maintenance to increase visibility and encourage consumption. 

Insights that drove our thinking 

• Too few households are purchasing pineapples: One in three consumers feel pineapples are worth the price, 38 per cent state they love to eat them, and more than 50 per cent report high satisfaction. However, only 5.5 per cent of households express a desire to buy pineapples, demonstrating a need to increase the number of households purchasing pineapples. Finding a need for consumers to buy pineapples is a key barrier to purchase: The main reasons consumers do not buy pineapples include a lack of perceived need (36 per cent), high cost (18 per cent), and seasonality concerns (16 per cent).
  
  
• Price is a barrier: The average price per kilo for pineapples increased by 4.2 per cent compared to the previous year. With grocery costs rising, 48 per cent of households are feeling financial stress, highlighting the need to emphasise value and convenience. 

What the campaign looked like in market 

• The campaign collaborated with influencer Luba Pavia (@cook.vegetarian), who has 890,000 followers, to create a recipe that would inspire consumers to use pineapples in new ways. Luba shared a Pina Colada Weet Bix Cheesecake recipe through a reel and stories on Instagram, aiming to engage and educate her audience.
  
  
• To amplify the campaign's reach, hampers featuring Australian pineapples were sent to key media outlets and influencers. The campaign also featured newly created content and leveraged existing assets from the previous year to maintain momentum.
  
  
• Ongoing updates to the pineapple campaign website ensured it remained a valuable resource for consumers looking for recipes and preparation tips. 

What did we achieve? 

• The campaign successfully generated media coverage with influencer Luba Pavia and interviews with pineapple growers. The campaign achieved 7.2 million opportunities for Australians to see the content. Coverage spanned outlets such as MiNDFOOD, Better Homes & Gardens, Mouth of Mums, Kidspot Kitchen, and New Idea.
  
  
• Through a combination of influencer marketing, media coverage, and strategic content distribution, the campaign successfully increased visibility for Australian pineapples and encouraged consumers to incorporate them into their diets.