Marketing snapshot - Hortlink 2017, edition 2

This Hort Innovation Table Grape Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 2.

Hort Innovation is responsible for investing the table grape marketing levy into a range of activities to grow awareness and consumption. Recent marketing efforts have included…

‘Tams Gold’ launch in Korea

In April, a trade event was held in Korea for the launch of Australian green grapes (Thompson seedless) rebranded as ‘Tams Gold’ – with the new name devised to promote the product in a more consumer-friendly way. Sixty guests, including local fresh produce importers, wholesalers and retailers, were invited to hear about the new brand.

The Tams Gold name is the combination of two words: ‘Tams-rubda’ and ‘gold’. The definition of ‘Tams-rubda’ is attractive, nice and ripe, and delicious-looking. Combined with the word ‘gold’, the new name aims to convey a message to Korean consumers that Australian grapes are attractive, delicious and like the land they’re from. They’re pure, full of flavour, and bursting with natural goodness you can taste in every mouthful.

By the end of April, there had been 30 pieces of media coverage on the table grape promotion with more expected, as well as nine additional postings from online influencers who attended the event.

Domestic social media activity

The consumer-facing Australian Grapes Facebook page (www.facebook.com/AustralianGrapes/) continues to engage consumers with fun messaging – creating interest and appetite for Australian table grapes. One of the most popular posts in recent times has been a cheeky video relating to Australian grapes coming back in season, which has reached more than 575,000 people. The video has been viewed well over 142,000 times and has been shared by 135 people into their own social media channels.

Domestic advertising

From December 2016 until April, Australian Grapes ran half-page ads in FRESH Magazine, which is published every Tuesday in The West Australian.

Designed specifically for the Western Australian market, and with a readership of 283,000 people, FRESH Magazine is dedicated to food, wine and dining-out, and includes recipes, new products and restaurant reviews/profiles. Results for this activity will be reported on in the next edition of Hortlink.