This Hort Innovation Chestnut Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 1.
At the time of writing the chestnut season was still to kick off, however a pre-season media release was sent out in December. The media release was designed to prompt and engage ‘long-lead’ media outlets to feature Australian chestnuts in their publications, programs or social media content during the 2017 season.
Key messages of the release were that chestnuts…
- Are an Australian-grown seasonal fresh product
- Have a unique and appealing flavour and texture
- Have health benefits different to other nuts
- Can be cooked and frozen to enjoy any time
- Can be enjoyed in numerous ways in everyday meals
- Are great value
- Are gluten free.
The target audience for the content included food editors; health editors and writers; food presenters on TV and radio; breakfast TV and lifestyle programs; food bloggers; rural reporters; metropolitan newspapers; hospitality publications; nutritionists and dietitians; and horticulture industry publications.
There has also been work to identify 20 ‘short-lead’ media outlets that would be receptive to publishing or broadcasting a story on chestnuts during the season, for further targeted communication and product drops (and to establish opportunities for 2018).
For this season, a new consumer brochure – Chestnuts: Make everyday meals special with chestnuts – has been released (check it out here).
Offering consumers five new ways to create delicious everyday meals using fresh chestnuts, the brochure also includes educational messaging on selection, storage, preparation, usage ideas and health.
As well as being available to download from the industry website, the refreshed brochure will be distributed to consumers via independent greengrocers, grower promotions and industry promotional activities. It will also be circulated to foodies and media through public relations activities.
Other activities such as key consumer events are also planned for later in the season.
Consumer content online
An upgrade of the Chestnut Australia industry website in time for the new season launch means brand-new consumer pages focusing on preparing and cooking with chestnuts, with delicious recipes that are sure to inspire. Being easy to navigate and featuring clear and inspiring chestnut meals are the key goals for the consumer site.
These marketing activities are strategic levy investments in the Hort Innovation Chestnut Fund