This Hort Innovation Onion Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 1.
Hort Innovation is responsible for investing the onion marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Onion Fund. These activities revolve around the industry’s Secret Serve campaign.
The Secret Serve e-book
As reported in the last Hortlink, in September a new online recipe book was launched, featuring nutritious and easy ‘three-in-one’ meals with onions. Encouraging downloads of this free multi-meal e-book has been a key focus on marketing activity, targeting main grocery buyers aged 25 to 54 years, with kids aged four to 12 years. At the time of writing, the e-book had so far achieved more than 9000 downloads.
Check out the book here. It delivers a ready-made meal plan for cooking three meals a week each month, in just one to two hours on the weekend.
Social media activity
The social media campaign is continuing with its ‘always on’ approach, delivering onion inspiration, recipes and tips via The Secret Serve Facebook page and Instagram account. The Facebook page currently has more than 22,400 people following it.
Constant insights are taken on the social media strategy, and the program is tweaked monthly to maximise opportunities to reach and engage onion lovers – and encourage e-book downloads.
There’s plenty you can do to get involved with the industry marketing activity…
These marketing activities are strategic levy investments in the Hort Innovation Onion Fund