Hort Innovation is responsible for investing the apple and pear marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Apple and Pear Fund.
Read on for a snapshot of how the apple and pear marketing program will adapt to the new consumer and retail landscape created by COVID-19.
The current approach to social media ensures that Aussie apples and pears remain top of mind for consumers throughout the year. Given the current climate, the frequency of messaging will be increased to highlight health benefits and provide consumers with helpful advice whilst tapping into any emerging trends such as baking at home. Consumer sentiment and engagement across social media channels will be closely tracked and responses to consumer enquiries or concerns with helpful information during this uncertain time will be a priority.
Where relevant, food safety information will be incorporated as needed into social media activity, and an updated FAQ document has been developed to address health, food safety and availability enquiries.
Research will be conducted into changes in consumer and shopper behaviour to understand emerging trends and inform future marketing activities.
New brand campaigns and marketing plans for apples and pears are currently underway, so particular attention will be paid to how to engage with consumers during the immediate and longer term, and what the most effective message and tone will be.
As part of this, the following areas will be considered:
- How can apples and pears help consumers tackle the COVID-19 crisis? This could be through highlighting their health and immunity benefits, or through consumers feeling they are contributing positively to the cause.
- How apples and pears can reaffirm their place for consumers who have undergone significant change in their priorities and how they consume food.
- What messaging needs to be increased in the short-term, but then built into long-term plans post COVID-19.
- What are the new needs or occasions to find new routes to market that have been impacted by social distancing and shutdowns e.g. wholesaling and foodservice.
These marketing activities are strategic levy investments in the Hort Innovation Apple and Pear Fund