This Hort Innovation Lychee Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, spring edition.
Running from December to March, the 2016/17 marketing activity for lychees will mark the fourth year of the ‘Love from Lychees’ campaign.
This season’s activity will continue to build on the messages and relationships developed in previous seasons, and showcase Australian lychees as the perfect guilt-free indulgence.
Activities in the campaign will:
- Celebrate and drum up excitement for the lychee season
- Showcase the versatility of lychees, and how they can be enjoyed in a variety of recipes
- Continue to make the idea of the ‘me-time moment’ synonymous with lychees, following the success of last season’s #metimemoment social media activity.
Social media will continue to be a focus for the campaign, with the Australian Lychees Facebook page (www.facebook.com/AussieLychees) being used to educate and engage consumers, and Instagram (@aussielychees) engaging and delivering inspiration. Season information, top tips, serving suggestions, lychee growers and a competition will be delivered via these platforms.
Point-of-sale kits for retailers are also ready to be sent out.
These marketing activities are strategic levy investments in the Hort Innovation Lychee Fund