This Hort Innovation Raspberry and Blackberry Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, spring edition.
For the 2016/17 season, the marketing campaign for the raspberry and blackberry industry will focus on three key activities:
- A season launch event, which will bring together 25 top-tier media publications to announce and create excitement about the upcoming season,
- In-store sampling, and
- Social media activity (via www.facebook.com/lovefreshberries).
Consumer research has suggested there is a great opportunity for messaging around a single eating occasion to encourage planned purchase of berries. With this in mind, the campaign during both berries’ seasonal peak (November to April) will have a focus on breakfast. There will also be use of the berries’ health benefits and key messages developed in previous years to support this activity.
These marketing activities are strategic levy investments in the Hort Innovation Raspberry and Blackberry Fund