Marketing snapshot - Hortlink 2018, edition 2

This Hort Innovation Dried Grape Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018 edition 2.

Hort Innovation is responsible for investing the dried grape marketing levy into a range of activities to grow awareness and consumption under the Hort Innovation Dried Grape Fund. Here’s a look at some of the latest activity…

New public relations campaign in development

The marketing program is currently working on a new public relations (PR) campaign – the first in many years for the industry. In June, PR company Magnum and Co was contracted to undertake the work, which has the goal of driving awareness of the Australian dried grape story. The campaign’s activities and content will have a primary focus on the domestic market but will also aim to drive reach internationally, showcasing Australian dried grapes at their best as both a relevant snack and a versatile ingredient. The campaign will link to provenance, highlighting grapes grown from our beautiful Australian land, to encourage domestic consumers to buy local and international consumers to seek out premium Australian product.

As part of the PR work, new brand assets will be developed, including a new brand and logo for Australian dried grapes, as well as beautiful imagery. Elements of the campaign are expected to include media outreach and engagement of social media ‘influencers’. Look for details in industry channels, as they become available.

Trade promotional events in export markets

Traditionally, the dried grape marketing program has had a focus on export markets, and on Europe in particular. Recent activity, however, has also turned the spotlight on Asian markets.

In April 2018, Australian dried grapes were showcased at the Food & Hotel Asia 2018 conference held in Singapore – Asia’s premier international trade event for the food and hospitality industry. The event provided the opportunity to highlight Australian produce and products, with the objective of driving preference and establishing the premium positioning of Australian fruit to local and regional customers.

The Australian Pavilion – one of the largest country representations at this biennial trade show – was again a ‘must see’ destination for buyers from Singapore and the region including Malaysia, Thailand, Indonesia, the Philippines, Brunei, Myanmar, Vietnam and South Asia, keen to represent and procure Australian brands and products.

Looking ahead, there will also be a presence for Australian dried grapes at the 2018 International Seedless Dried Grape Conference to be held in London during October this year, where marketing will be a key topic for discussion.

Also in international activity, a close relationship is maintained with Boesch Boden Spies (BBS), a Germany-based importer/wholesaler that markets a range of food ingredients into Europe throughout both retail and foodservice channels. BSB will be responsible for facilitating advertising for Australian dried grapes in European bakery publications to maintain awareness in the largest export market for the industry.