Promoting Aussie citrus in the Philippines

In December 2022, Hort Innovation’s Grown in Good Nature campaign increased awareness and encouraged the purchase of Australian navel oranges in the Philippines. By showcasing the health benefits and quality of Australian navel oranges, educating the local population on how Australian citrus can be consumed and demonstrating value for money, the campaign drove sales of Australian navel oranges and increased orders with retailers and importers.

The program cemented the presence of Australian oranges in the Filipino market while educating local shoppers about their health benefits and delicious taste. This was achieved through a range of activities starting with the season launch event in August that gathered industry media and trade partners, followed by a comprehensive retail program across 148 stores, a media amplification plan and engagement with influencers.

Nine retail partners participated in the program in 2022, via a number of activities including:

1. Roundtable event with the presence of Citrus Australia general manager market development David Daniels,
2. In-store display and display competition at The Marketplace, Shopwise and Landmark
3. Retail promotions
4. Sampling and/or push selling activities
5. Online promotions on retailers' websites
6. Public relations (PR) and influencer engagement.

The steady and consistent support to the Philippines market has been noticed and appreciated by local trade partners to boost the sales and educate consumers about Australian navel oranges.

Key highlights of the campaign included:

1. Launch Event: 20 attendees at the Bondi & Bourke in Manila, Presence of Austrade and State Governments, A$48,744 worth of reach, A$8800 of public relations value
2. Retail program: Nine retail partners, 49 participating stores, 360 sessions of sampling distribution, 180 sessions push selling, more than 245,500 units sold
3. Media and PR: Engagement with 60 media and bloggers via gift boxes, collaboration with three influencers, A$37,000 of PR value, A$59,576 media reach.

Testimonials

1. Because of the campaign, we got convinced to source suppliers for Australian oranges. We think the retail activities lined up will also help us boost sales. - Metro Supermarkets
   
   
2. The campaign's messaging suits perfectly well with our branding, "the supermarket of choice for fresh and healthy food!” # - Robinsons Group
   
   
3. It surprised me to know that not all oranges in the store are from the same country. Now I know I should look for Australian ones they are sweet and refreshing. – Customer
   
   
4. Our sales greatly benefited from the campaign which then encouraged us to order for more stocks. - Retailer