This Hort Innovation Persimmon Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 1.
Hort Innovation is responsible for investing the persimmon marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Persimmon Fund.
In collaboration with industry, Hort Innovation has developed a new, two-year strategic approach for the marketing campaign in 2018 and 2019. Building on previous campaigns that have focused on the seasonality of persimmons, the overarching strategy is to highlight that ‘Australian persimmons make autumn awesome’. The goal is to inspire, educate and spark the curiosity of Australian consumers, while giving them the confidence to try persimmons for the first time, or buy them again. Taste, varieties, selection, usage and storage messaging will all accompany the focus on seasonality, while nutrition will be used as a supporting message.
For 2018, it’s all about building consumer confidence to try. Activities are expected to involve:
- A series of educational ‘famils’, in which high-reaching traditional media outlets are invited to learn about persimmons from growers and take these messages to their audiences new to persimmons
- Engaging media and influencers from the 2017 campaign, and build their knowledge about Australian persimmons with a new media kit and #PerfectPersimmon hamper, promoting the sharing of persimmon content in their channels
- The use of social media, through the Persimmons Australia Facebook page and Instagram account there will be consistent education and inspiration around persimmons throughout the peak season.
At the time of writing this activity was due to kick off, so look for updates in future editions of Hortlink.
For 2019, the second year of the marketing strategy will put a focus on inspiring more consumers to eat more persimmons. It is expected to involve work with an ambassador to develop and circulate persimmon recipes and videos, while continuing media outreach and social media activities.
These marketing activities are strategic levy investments in the Hort Innovation Persimmon Fund