This Hort Innovation Macadamia Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 4.
Hort Innovation is responsible for investing the macadamia marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Macadamia Fund. This activity is managed by our partner team at the Australian Macadamia Society.
In recognition of the success of the industry’s marketing program, the Public Relations Institute of Australia (PRIA) has awarded Australian Macadamias the awards for Consumer Campaign of the Year and Best Small Budget Campaign for collaboration with Australia Zoo, in naming the zoo’s recently-born koala joey ‘Macadamia’ (Little Mac). The koala campaign reached an estimated local and international audience of 180 million people through traditional and social media, with the use of an Australian icon helping the news story gain traction for Australian Macadamias in key Asian export markets. Read more about the Little Mac activity here and more about the award wins here.
Recently, Australian Macadamias also gave a very Australian take on one of Asia’s most popular celebrations, the Moon Festival. Gifting Moon Cakes is an important tradition and macadamias are often used as an ingredient, with many high-end bakeries now utilising this in their creations. Content was created for social media channels which highlighted the epicentre of the Australian festival, in the Sydney suburb of Cabramatta. This was shared across the Australian Weibo and WeChat channels and quickly became the most popular content, reaching almost 40,000 people. Read more here.
And locally, the Australian Macadamias Facebook community participated in a ‘Spring Picnic’ competition, with the chance to win a macadamia picnic hamper. The promotion helped to grow the subscriber database to over 16,000, and generated plenty of online content that will form the basis of future blog and social media posts.
These marketing activities are strategic levy investments in the Hort Innovation Macadamia Fund