Marketing snapshot - Hortlink 2018, edition 1

This Hort Innovation Summerfruit Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 1.

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

Domestic activity highlight: authentic ‘influencer’ activity

To showcase the simplicity of summerfruit as a perfect snack with Australian consumers, the marketing program secured an authentic and engaging partnership with popular foodie blogger Leah Itsines. Social media ‘influencers’ are a valuable way of connecting with consumers, and Leah’s content a strong reach, with her healthy food posts appealing directly to the summerfruit industry’s intended target audiences. The partnership was all about the co-creation of content, with posts aimed at celebrating summer snacking as well as educating and inspiring. Leah created appetising and engaging recipes, while also highlighting seasonality, taste and ease-of-use messaging.

Check out some of her posts on Instagram below, which together attracted thousands of ‘likes’ and plenty of comments from consumers keen to try the ideas for themselves:

• Plum jam post with plum selection tips
• Banana ice-cream with roasted maple nectarines
• Apricot post with seasonality info
• Peaches in-season post with usage ideas
• Grilled peach idea

Recipes are also available on Leah’s website here, including Flatbread with Grilled Stonefruit.

Taste Australia campaign launch in export markets

Under the new Taste Australia banner, summerfruit marketing campaigns were implemented across Thailand, Malaysia, the United Arab Emirates and China. Activities included in-store sampling, point-of-sale material highlighting Australian stone fruit, public relations/media activity, and social media.

• China was a priority market, with the second year of access for Australian nectarines and access being announced for the rest of summerfruit in the middle of the season.

• The nectarines campaign was launched in Shanghai in January, with targeted trade, media and key buyers invited. Dane Richmond, Trade Commissioner from Austrade, as well as John Moore, CEO of Summerfruit Australia, attended to provide insight into the Australian industries and talk to the unique selling proposition of Australian nectarines.

• This launch activity was supported by in-store sampling in premium retail stores to drive awareness and trial of Australian nectarines.

• To support awareness of new access for peaches, plums and apricots…
• An exporter co-promotional project was launched
• ‘Wechat’ lectures and banner advertising on key trade media sites were utilised to support the message of premium Australian summerfruit.