Hort Innovation is responsible for investing the cherry marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Cherry Fund. Here’s a look at some of the most recent activity…
- In the last edition of Hortlink; a consumer research project was conducted to test a new direction for Australian cherries for the 2018/19 season. “Share the love” resonated the most with 600 consumers across Australia who took part in the study. In addition, to support the new strategy, Australian cherries will undertake a refresh of brand guidelines, a new logo and other visuals.
- The new key messaging will aim to capture the inherent special qualities of cherries and drive sales outside of the Christmas period
- The percentage of households purchasing cherries saw an increase of 7% to 40.5% in the 2017/18 season.
Cherry Mentoring Store Program
- The upcoming season marketing campaign plans to engage key retailers. Specifically, through working closely with Woolworths, a cherry mentoring store program will be conducted nationally with the aim to drive seasonal awareness at store level.
State Based Promotions
- The success of last season’s state-based promotion will be initiated again across six states. Public relations, media, events and farm-gate promotions will launch the season and help drive sales outside of the Christmas period.
- Planning has begun for this year’s Taste Australia retail program in China and Vietnam. Promotional activities will include media releases and a social media campaign. A launch seminar will be held in China and industry delegates representing importers, distributors, wholesalers, retailers, stakeholders and local media will be invited to support the seasons launch.
These marketing activities are strategic levy investments in the Hort Innovation Cherry Fund