This Hort Innovation Onion Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 2.
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.
As noted in previous editions of Hortlink, a free Secret Serve recipe e-book was released towards the end of 2017. The e-book delivers a ready-made meal plan for cooking three meals a week each month, in just one to two hours on the weekend. You can check it out here.
Promoting downloads of this consumer resource has been a key focus of recent activities, targeting main grocery buyers aged 25 to 54 years, with kids aged four to 12 years.
So far, there have been more than 9000 downloads of the e-book.
Social media is another focus of marketing efforts, with this element of the campaign having an ‘always on’ approach geared towards strong and meaningful consumer engagement, delivering onion inspiration, recipes and tips via The Secret Serve Facebook page and Instagram account. The Facebook page currently has more than 23,300 people following it.
There’s plenty you can do to get involved with the industry marketing activity…
- Does your farm have a social media account with great photos showing on-farm images of harvest, packing, or general life on an onion farm? These are always well-received by consumers and we can use these on our social media pages. Send an email with a link to your Facebook and Instagram account pages to Hort Innovation's marketing manager for the onion industry – find the details here.
- Following, liking and sharing social media posts are another great way to support the marketing program – make sure you follow The Secret Serve on Facebook and on Instagram
- Put a link to the industry’s e-book on your email signature and website: www.secretserve.com.au/multi-meals
Also make sure you continue to liaise with the industry’s Strategic Investment Advisory Panel (SIAP) to express your views about the marketing program – your thoughts and ideas are always welcome. The more feedback received from growers, the better the marketing program can become. The list of SIAP panellists can be found on Hort Innovation's Onion Fund page here.
These marketing activities are strategic levy investments in the Hort Innovation Onion Fund