Highlights from the 2024/25 Lychee 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 Lychees include:
- During the FY25 lychee season, an influencer campaign was launched to raise awareness of fresh Aussie lychees. The campaign organically reached 65,000 consumers and targeted an additional 1 million through paid amplification.
- To support the social campaign, in-store sampling sessions ran to drive trial at the point of purchase. Stores with sampling sessions saw a 155% sales uplift for lychees.
- An active sampling research project was designed to spread awareness and gather consumer insights that could be used for future campaigns. Trialists were recruited to purchase lychees and share feedback on their in-store experience and consumption of the fruit. After participating, 88% of trialists bought lychees again indicating that sampling has an impact on future purchasing behaviour.
To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.