Hort Innovation is responsible for investing the banana marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Banana Fund.
Read on for a snapshot of how the banana marketing program will adapt to the new consumer and retail landscape created by COVID-19.
The Australian Bananas marketing program aims to increase domestic demand for Australian bananas by sustaining their position as the country’s number one snack. The current creative of “Peel Good, Feel Good” continues to be relevant in the current COVID-19 climate, so the marketing program is focused on ensuring that investment is made in the best fit media channels.
The program is targeting young families as the key demographic who are engaged with grocery shopping, recipes and cooking. The emerging trend of DIY in home baking will be leveraged along with the need to keep kids occupied at home.
A media burst will occur during April and May across various mediums including regional tv, radio, video, display ads, mobile and social. The key objectives are to:
- Create a spike in awareness by launching big, noticeable executions
- Encourage frequent buyers to continue their purchasing habits through encouraging purchase via channels with more time ‘on air’ such as digital ads on streaming channels
- Maintaining the brand’s constant presence for those seeking banana inspiration and recipes
The ‘always on’ approach to social media will continue to ensure that Australian Bananas remain top of mind for consumers. A review on tone has taken place to ensure that content reflects current COVID-19 sentiments and remains culturally relevant. Digital content is increasing in relevance in the current climate, this was reflected with Australia Bananas social media content engaged over 738K people in February, an increase of 30% since last month.
Relevant content is being developed to highlight the nutritional benefits of bananas, as well as content that reflects current events and provides light entertainment to the bored. Two trends that have recently emerged will be pursued by the Australian Bananas campaign in the coming weeks – providing activities to do at home and baking at home (especially with kids). With that in mind, an ‘Australian Bananas project kit’ has been developed with banana-related project ideas to keep kids active and also promote consumption of bananas.
Australian Bananas ambassador Susie Burrell, an accredited dietitian, has been leveraged by appearing on Channel Seven’s Sunrise show on March 18 to talk about bananas as an immunity boosting food. This piece ran across the Channel Seven Network of 40 stations with a reach of 400,000 people. The story was amplified across social on Sunrise Facebook (reach of 1,706,673) and also appeared in The West Australian (reach of 855,000), as well as Susie’s own blog.
National Banana Day
Whilst ‘Australia’s biggest banana breakfast’ is unfortunately no longer possible, the day was still marked by activities across social media, various digital platforms, and promotions by influencers and/or ambassadors such as Billy Slater.
With everyone in their homes, a nation of bakers has emerged, and banana bread appears to be at the top of everyone’s baking repertoires. To take advantage of this trend, National Banana Day this year marked the hunt for Australia’s ultimate banana bread! A competition was run to encourage Aussie’s across the country to share their best banana break making efforts. This was promoted across social media, in press and through various influencers.
To get everyone peeling and feeling good in the morning, Billy Slater hosted a special National Banana Day live workout.
Australian banana growers got involved in National Banana Day by:
- Sharing the @australianbananas posts on social media and including the hashtag #nationalbananaday2020
- Sharing banana bread recipes on social media, these will be featured on the Australian Bananas website and social media channels.
These marketing activities are strategic levy investments in the Hort Innovation Banana Fund