This Hort Innovation Passionfruit Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 4.
Hort Innovation is responsible for investing the passionfruit marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Passionfruit Fund. Here’s a look at some of the most recent activity.
Public relations (PR) activity
At the time of writing, media outreach was underway for the summer flush of passionfruit, and this will continue into the new year – look for updates and results in the next edition of Hortlink. A big early win has been Aussie Passionfruit being featured on an eye-catching cover of Delicious magazine, which has a readership of more than 578,000 people.
Recipe development has been underway, with new photographs and content set to be shared with media, to inspire consumers on Facebook and Instagram, and to appear in new point-of-sale brochures.
The new creative that has been developed for passionfruit point-of-sale ties features ‘A splash of passion’ messaging, and will be launched prior to the winter flush.
Social media activity
- Between September and mid-November, the Aussie Passionfruit Facebook page generated more than one million page ‘impressions’ (the number of times content from the page was displayed to people), with more than 4000 people sharing content from the page and close to 2000 comments and some 11,700 ‘likes’ seen.
- Since the beginning of this period, the Facebook page has grown by more than 4500 followers to some 45,000 fans, while the Aussie Passionfruit Instagram page (@aussiepassionfruit) has grown to 985 followers – allowing Aussie Passionfruit messaging and inspiration to reach an ever-expanding audience of consumers.
- The Facebook page features two content posts a week, while Instagram features three posts a week. Both channels highlight content that focuses on the delicious taste and provenance of passionfruit.
- The audience responds particularly well to sweet recipes and also farm updates. The best performing Facebook post between September and mid-November was a recipe for passionfruit bliss balls from popular health brand The Healthy Mummy. This recipe offered fans an alternative, healthy snack for lunch boxes or with a cup of tea. There were some 10,400 clicks on the post, with the content reaching 81,320 people and being shared more than 830 times.The best performing Instagram post featured some styled passionfruit on the vine, with some halves open and spilling juicy pulp. It also carried a health message. The post received 446 likes and 5 comments. See it here.
These marketing activities are strategic levy investments in the Hort Innovation Passionfruit Fund