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Marketing

Marketing snapshot - September 2018

Publication date: 11 February 2019

Hort Innovation is responsible for investing the mango marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Mango Fund.

The mango season is now in full swing with great abundance of Mangoes in the market. Hort Innovation is currently working with industry bring to life the domestic and export marketing plans.

Brisbane tray auction

The official launch of the 2018 Mango season was marked by the Brisbane tray auction on the 4th October. This year at the Brisbane Produce Market Annual Charity Mango Auction, the first mango tray of the season sold for $13,000. Congratulations Domenico Casagrande! Proceeds were raised for Diabetes Queensland and the MND and Me Foundation (that supports people and their families living with Motor Neurone Disease in Queensland).

Over 400 individual media clippings across TV, radio, online and print were featured in the lead up and in response to the 2018 Annual Charity Mango Auction, including over two-dozen national-reaching media items. The editorial highlight was a feature on the TODAY Show & Southern Cross TV which was licenced to be broadcast across other metro & regional channels.

Public relations and media

In 2018/19, the PR strategy has three main pillars:

  1. Educating consumers about mango varieties and driving purchases with mango-based recipes that reinforce mangoes as the fruit of summer
  2. Growing awareness of the industry through grower profiles
  3. Supporting the mango emoji campaign

Activities to date include:

Influencer outreach

40 influencers have now been confirmed to work with Australian Mangoes by sharing posts featuring Mangoes through their social media platforms, tagging @aussiemangoes and using the #200DaysofMangoes hashtag. Over the last few weeks, Aussie Mangoes sent out trays of mangoes to 15 different influencers, covering the categories of lifestyle, food and fitness. So far, there has been a great response, with over 60 pieces of content generated using mangoes! Nourish Naturally, for example, mentioned to her 159,000 followers how mangoes are her favourite fruit. She, as a dietician, debunked the scare that mangoes' sugar content means you should avoid them, highlighted the nutrients contained in mangoes and suggested ways to enjoy them more this season.

Media coverage

As a result of the recipes pitch to media, a recipe from Australian Mangoes was featured on lifestyle.com.au with estimated article views of around 2.13K. In addition, bestrecipes.com.au has gone live with 7 mango recipes and the estimated views for each of the recipes is 11.8K.

Social media

To date, Aussie Mangoes social media channels have reached 453,642 people and garnered 17,719 engagements which is a great result in such a short time period. Audience targeting worked extremely well, with the best performance gained from interests such as ‘mangoes’, ‘produce’ and ‘supermarkets’. The most popular content centred around fresh mangoes on farms, mango hedgehogs and mango snacks. There will be a focus on this type of content for upcoming calendars.

In the coming weeks, Aussie Mangoes will continue to pitch tasty mango recipes to media as well as grower profiles to give consumers greater understanding of growers and their work. In addition, Aussie Mangoes is already working on the biggest event of the calendar– Mess-tival. Stay tuned for the next marketing update.

Details

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