Sweetpotato marketing snapshot - May 2020

Hort Innovation is responsible for investing the sweetpotato marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Sweetpotato Fund.

Read on for a snapshot of how the sweetpotato marketing program will adapt to the new consumer and retail landscape created by COVID-19.

Media

The media campaign to promote Australian sweetpotato has been launched during the midst of COVID-19 restrictions with revised health-focused messaging. In consultation with key industry representatives, new videos and other assets were created to highlight how Australian sweetpotato can support immunity and overall health. The campaign has begun with radio advertising across several channels and online video across catch up TV (Tenplay, Nine now, 7plus and SBS) and YouTube.

A content partnership with 9Honey Kitchen has been established. This includes the creation of three recipes with sweetpotato as the ‘hero’ ingredient and amplification of this content across the 9Honey Facebook page, direct emails to subscribers, website homepage and advertising. Two articles will also be produced and similarly promoted across the Nine network.

Social media

The ‘always on’ approach to Australian Sweet Potatoes Facebook and Instagram activity ensures that Australian sweetpotato remains top of mind for consumers. Given the increased consumer interest in health and home cooking in the current climate, messaging has been adapted; messaging further highlights the health benefits of sweetpotato (particularly in supporting immune health), the versatility and the relevance in the cooler seasons. Commentary across the social channels remains positive, with fans expressing their appreciation of all the recipes that have been shared and many fans also sharing their own sweetpotato-inspired recipes.

Sampling activities

Upcoming sampling activities were unfortunately postponed due to current restrictions; however, alternate plans to promote the health benefits of sweetpotato direct to consumers are actively being explored.

Print media

The health benefits of sweetpotato have been highlighted in popular women’s magazine, that’s life! This publication has a reach of around 1.15 million.