Highlights from the 2024/25 Pineapple 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 Pineapple include:
- A digital brand re-fresh was created with new assets developed for social and the Australian Pineapple website. ‘The Taste of Summer All Year Long’ message was heroed with a vibrant and fresh look and feel.
- A social media campaign to encourage consumption of pineapples ran in FY25. As well as recipe inspiration content a ‘Did You Know’ series was developed. Pineapple growers shared fun facts directly from farms via videos, piquing interest and driving awareness of the tropical fruit.
- The Instagram account has been growing with an increase in engagement and followers on Instagram. After the brand re-fresh, the total followers grew by 3.2%.
To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.