Marketing snapshot - Hortlink 2016, spring

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

For the 2016/17 season, the marketing campaign for the raspberry and blackberry industry will focus on three key activities:

• A season launch event, which will bring together 25 top-tier media publications to announce and create excitement about the upcoming season,
• In-store sampling, and
• Social media activity (via www.facebook.com/lovefreshberries).

Consumer research has suggested there is a great opportunity for messaging around a single eating occasion to encourage planned purchase of berries. With this in mind, the campaign during both berries’ seasonal peak (November to April) will have a focus on breakfast. There will also be use of the berries’ health benefits and key messages developed in previous years to support this activity.