This Hort Innovation Cherry Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, spring edition.
Domestic marketing activity
Capitalising on the ‘Cherish the moment’ tagline, this 2016/17 marketing season will encourage Australian consumers to extend their love of cherries by enjoying them across the whole of summer, not just for the days around and on Christmas.
Point-of-sale (POS) kits are being delivered to retailers around the country to trigger impulse purchase in store, and to inspire meal occasions with cherries over the season. Bunting, posters and branded cherry bags will make up the kits.
The season will also be supported by state-based marketing activity at the independent-retailer level (sampling, further point-of-sale materials etc), offering high value for money opportunities to boost consumer awareness and sales. Targeted state-based media actives will also be executed at launch time.
Now in Season is a multi-industry, multi-country campaign that promotes Australian produce in priority international markets via in-store activity. As part of this program, there will be sampling and POS material in international retail stores to encourage trial and purchase of Australian cherries. Countries of priority for cherry activity include Malaysia, Indonesia, Vietnam and United Arab Emirates.
On the trade front, Australian cherries have also been showcased via Australia Fresh – the multi-industry export-market-development program for fruits, nuts and vegetables. The program’s activities, which have a focus on exhibiting at international trade shows, represent an important strategy for boosting the export and consumption of Australian cherries overseas.
So far, via Australia Fresh, Australian cherries have been represented at the Asia Fruit Logistica trade show in Hong Kong in September, and at the China World Fruit & Vegetable Trade Fair in Beijing at the end of October.
In November, Australia Fresh will also have a presence for the first time at the Middle East’s largest fresh produce expo, World of Perishables, in Dubai. Early in 2017 it will also have a pavilion at the Gulfood expo in Dubai – the largest food expo in the world.
These marketing activities are strategic levy investments in the Hort Innovation Cherry Fund