Hort Innovation is responsible for investing the dried grape marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Dried Grape Fund. Read on for a snapshot of activities and results from the 2020/21 marketing program.
In 2020/21, the marketing program delivered several initiatives designed to maintain demand for Australian dried grapes in high value markets and to increase relevance in growth markets. Key activities included health communications and the development of a variety of promotional material.
Utilising evidence-based research, messaging about the health benefits of Australian dried grapes was developed and featured on the Australian Sultanas website (www.australiansultanas.com.au/health-benefits). These messages were used in promotional materials in a variety of channels used by the dried grape marketing program.
Marketing collateral Development
A range of marketing collateral was developed by the program including posters, banners, fact sheets, booklets, social media and the Australian Sultanas and Australian Sunmuscats website. The focus of this activity was focused on China, Singapore and Japan as key export markets. Marketing collateral was translated into several different languages to improve uptake.
Differentiated product promotion
The development of new differentiated product and promotion for Australian Sunmuscats was undertaken to support growth in the snack market in Europe and Asia. These promotions were featured on the Australian Sultanas Facebook (www.facebook.com/australiansultanas) and Instagram (@australiansultanas).
Bako diary and calendar
A range of new promotional images and advertisements were approved for use in the 2020 Bako diary and calendar to further grow awareness of Australian dried grapes. The Bako diary is circulated to all bakeries in Germany and is a key method of promoting premium Australian dried grapes. Bakery outlets remain the primary market for Australian dried grapes in Europe and German bakeries pay a premium price for Australian product.
These marketing activities are strategic levy investments in the Hort Innovation Dried Grape Fund