This Hort Innovation Passionfruit Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 2.
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 latest activity…
Public relations (PR)
The passionfruit summer media outreach program concluded with great media uptake\ of passionfruit content across the board. Overall, there were 69 pieces of coverage across both traditional and social media, providing some 7.4 million people with the opportunity to see passionfruit recipes, tips and other info. All pieces of coverage contained at least one of the campaign’s key messages, while 79 per cent also featured one of the industry’s recipes.
At the time of writing, media outreach was ongoing for the winter flush. In the lead-up to the season, an initial press release was sent out to educate long-lead media and influencers on the winter season, along with supporting messaging around the health benefits of passionfruit. The first coverage from this outreach has included an article in the high-profile Woman’s Day magazine, featuring tips for serving passionfruit from grower Tina McPherson.
Outreach to other media and influencers has also taken place, and this activity will continue throughout the season. The campaign will be utilising two of the marketing program’s new recipes – Passionfruit Cheesecake Swirl Brownies and Passionfruit, Coconut & Quinoa Muffins.
Finally, in relation to PR there was a media winter event held on June 1 at Luke’s Kitchen in Sydney. There were 25 top tier media and influencers invited to enjoy a passionfruit inspired menu and to hear from the industry’s marketing manager at Hort Innovation, along with head chef Matt Leighton, and growers Tina McPherson, Melissa Smith and Jane Richter.
Social media activity
With the Aussie Passionfruit Facebook page liked by more than 48,000 consumers and the Aussie Passionfruit Instagram account regularly sharing passionfruit content, social media is an important part in the passionfruit marketing strategy.
Both Facebook and Instagram continue to be highly engaged with, with sweet recipes and mouth-watering passionfruit imagery continuing to perform best with audiences. Farm-related posts are also received very well by fans, showing consumers like to feel connected to the source, and see the hard-working growers behind the fruit.
In-store demonstrations are again taking place over the winter flush. Kicking off on June 1 and running for four weeks, at the time of writing 115 demonstrations were planned in Coles and Woolworths stores nationwide – giving consumers sampling and education opportunities.
Passionfruit are also involved in a syndicated merchandising program. As part of this, 100 of the top independent grocers on the eastern seaboard will be visited, with the aim to set up the display for passionfruit with the marketing program’s point-of-sale material, and to educate staff around handling/best practice.
These marketing activities are strategic levy investments in the Hort Innovation Passionfruit Fund