This Hort Innovation Papaya Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, spring edition.
The final year of the industry’s three-year strategic marketing plan continues to build on the long-term objective of increasing the demand of the domestic market for papaya and papaw. The goal has been to increase total household penetration from 8 per cent to 12 per cent by 2018 (already grown to currently 12.2 per cent) and to increase average weight of purchase (AWOP) from $16 to $20 by 2018 (currently at $17.85).
Continuing to primarily target new and small-scale families, the papaya marketing program has been strongly focussed on social media and PR during the first quarter the 2016/17 financial year. The program has also seen continued work with current ambassador Caitlin Reid, a unique health professional with qualifications as an accredited nutritionist, accredited exercise physiologist and yoga teacher.
Media (seasonal releases), PR and social media will continue to play an active role throughout the entire year’s marketing.
Upcoming activity – to be reported on in upcoming editions of Hortlink – will also involve participation at baby and parenting expos in Sydney and Melbourne. These expos provide a great way to directly target parents-to-be and new families through education that attaches an emotional message. Expos are an opportune time to talk about the usage opportunities for the fruit and promote the health messages for both mothers and babies.
A strong in-store demonstration campaign is also planned for the autumn flush, which will target 200 Coles and Woolworths stores.
These marketing activities are strategic levy investments in the Hort Innovation Papaya Fund