Highlights from the 2024/25 Cherries marketing campaign
Publication date: 22 October 2025
Marketing
In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers.
Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit and vegetables.
Key highlights for cherries include:
- A national social campaign encouraged Australians to cherish summer moments with Australian Cherries, using branded ads themed around wellness, Christmas and Lunar New Year. Paid amplification targeted consumers by season and location, reaching over 2.9 million people.
- To support retail performance, a quality, education and merchandising program was rolled out across Woolworths and independent stores. Merchandisers provided training, audited displays and managed storage to ensure consistent, high-quality fruit presentation. Participating Woolworths stores saw an 11.8% increase in cherry volume, demonstrating the value of strong in-store execution.
- The FY25 export program took a multi-channel approach, activating in China, Hong Kong, Vietnam and Taiwan through trade events, seasonal launches and retail-led promotions. In Vietnam, retail partners reported significant year-on-year sales growth - Klever Fruit up 193%, Thuy Anh Fruits up 56%, and Central Retail up 58.8%. Overall, Vietnam’s imports of Australian cherries grew by 46% year-on-year.
To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.