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Marketing snapshot - Hortlink 2016, winter

Publication date: 24 August 2016

This Hort Innovation Mango Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, winter edition.

Another successful PR and social media season lies ahead for Aussie Mangoes, with plenty of exciting activity planned for 2016/17.

Mango ‘emoji’ campaign

This year is set to be the biggest season yet for Australian mangoes, with a campaign for the mango emoji kicking off in September. The campaign will invite social media influencers and Aussie mango lovers alike to advocate for the inclusion of a mango emoji alongside the other fruits and vegetables we see used in everyday social media communication.

The idea for this mango emoji campaign was developed after it was noticed many followers of Aussie Mangoes on social media were crying out for an emoji to express their love for their favourite fruit on digital platforms. In encouraging mango lovers across Australia to rally behind the cause and register their support, there’s an opportunity for large-scale involvement to kickstart the mango season and drive awareness with a passionate online mango frenzy throughout the rest of the season.

At the end of the campaign, the results and sentiment will be aggregated to produce a proposal for the mango emoji that will be sent to the worldwide authority for emojis – the Unicode Consortium – in an effort to convince it to add Australia’s favourite fruit to emoji keyboards around the world.


Keeping the momentum from the launch of the emoji campaign, Aussie Mangoes will be celebrating Mess-tival’s 5th birthday during the annual festival of all things mango at Sydney’s Bondi Beach, in partnership with the North Bondi Surf Life Saving Club. On the first weekend of summer, nippers and mango fans will celebrate this five-year milestone by once again stepping up to the challenge of mango eating competitions and mango races, as well as tasting, photo opportunities, mango flower carving demonstrations and merchandise giveaways. The celebrations will be leveraged through national TV coverage, event listings, social media content, and influencer attendees.

Harnessing the power of ‘influencers’

Based on last season’s success with influencer outreach, we will once again be working with foodie influencers, encouraging them to share their love for the king of fruit by posting mango serving suggestions and recipes across their social media platforms, YouTube channels and blogs. This year, this activity will be increased with Instagram ‘takeovers’, during which foodie influencers will take charge of the Aussie Mangoes Instagram page for periods of time, posting their favourite mangoes recipes and sharing their passion for mangoes, while driving their audience to Aussie Mango digital channels.

PR and media

For the 2016/17 season, there will be a return to the staple of press office activity, including grower famils to provide the mango-loving community with a behind-the-scenes look into the industry that brings summer’s most iconic fruit to mango lovers across Australia and the world.

Journalists and influencers from print and digital publications will be invited to take a tour of a mango farm, taste-test the produce, experiment with recipes and share their experience and newfound knowledge about the mango industry with their readers.

There will also be the continual sharing of recipes, industry tidbits, cooking tips and storage suggestions with print and digital publications to maximise awareness and ensure mangoes are kept front-of-mind for the duration of the entire season.

Aussie Mangoes Facebook and Instagram

This season the Aussie Mangoes Facebook and Instagram pages will be sharing recipes and cooking tips, running Mango Madness competitions, posting trivia content, seasonal information, how-to videos and content to drive the mango emoji campaign. This array of content will spur community engagement and content-sharing, increase awareness, and encourage mango-lovers to stock up, cook-up and eat-up throughout the 2016/17 mango season.


These marketing activities are strategic levy investments in the Hort Innovation Mango Fund