This Hort Innovation Passionfruit Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, spring edition.
Now complete: 2016 in-store activity
During winter, marketing activity for passionfruit had a focus on in-store education of consumers (and retail staff) about passionfruit, including how to choose the best fruit and that passionfruit can be enjoyed all year round. Sampling sessions were held in independent grocers across the eastern seaboard, with a total of 115 sessions and up to 120 samples given out per session. This activity was supported by point-of-sale material, including recipe brochures and posters.
Always on: social media
Passionfruit marketing has an ‘always on’ approach through the industry’s social channels – the Aussie Passionfruit Facebook page (www.facebook.com/aussiepassionfruit) and Instagram account (@aussiepassionfruit). These channels continue to post regular content including passionfruit recipes, tips, health messaging, passionfruit facts and grower content.
New 2016/17 campaign: ‘Finish the dish with passionfruit’
With passionfruit’s peak season from mid-November to April, marketing activity will now be ramping up, with the summer marketing campaign positioning passionfruit as the ideal finishing touch for a range of sweet and savoury dishes.
The ‘Finish the dish with passionfruit’ campaign messaging is being supported by beautiful new imagery and recipes, including a Tangy Passionfruit Sauce developed by foodie Janet Mitchell that will be shown as the perfect ‘passionfruit finish’ for dishes such as ricotta and banana toast, Eton mess and churros.
The campaign will use the hashtag #finishwithpassion to encourage social media users to share pictures of how they use passionfruit. How-to videos will also form a part of the campaign, which will be supported through the Australian Passionfruit social media channels, on the consumer-friendly www.aussiepassionfruit.com.au website, and via PR activity.
Campaign materials have been sent to long-lead media for inclusion in summer publications, and a select number of key influencers and publications will receive a passionfruit hamper to inspire passionfruit recipe development for their audiences.
These marketing activities are strategic levy investments in the Hort Innovation Passionfruit Fund