This Hort Innovation Pineapple Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 3.
Hort Innovation invests the pineapple marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Pineapple Fund. With the wrap-up of the first successful year in a three-year campaign and the beginning of the second, the activity is giving plenty back to growers and consumers alike.
Year one results
The first year of the three-year pineapple marketing campaign came to end in July, with an extensive amount of coverage across social, print and digital media. Australian pineapples generated 227 pieces of coverage, reaching a cumulative total of 26,032,830 people.
The campaign achieved incredible results for growers with all of the set key performance indicators exceeded by actual performance.
The Endless Summer campaign continues
With a focus on the lead-up to summer, the marketing campaign will generate awareness of Australian pineapples for a longer eating season for consumer enjoyment. The campaign is effectively communicating the ‘Endless Summer’ messaging and positions Australian pineapples as a lifestyle and foodie brand. It includes a boost from author of The Wholesome Cook and foodie blogger Martyna Angell, as the pineapple ambassador to support the healthy living and cooking-with-pineapples-year-round message.
The Australian Pineapples social media presence across Facebook and Instagram has undergone a playful and vibrant brand-personality refresh. The new content was inspired by an #EndlessAussieSummer feeling and was categorised in line with marketing strategies:
- ‘Snacktastic’: recipe content
- ‘Got Us Pinning’: lifestyle content
- ‘Pinteresting’: educational content
A small social media spend was used to effectively amplify key Facebook content including Martyna’s recipes, upcoming event posts, and educational posts. Martyna’s product and recipe photography was and will continue to be used across both social channels.
Following the success and to celebrate the year-round availability of Australian pineapples, the brand partnered with Bondi Farmers Market to host the Aussie Pineapples Endless Aussie Summer Extravaganza on July 8, 2017.
Market-goers watched two live cooking demonstrations at 10am and 12pm, hosted by Martyna Angell. Pineapple Gingerbread Crumble and Hawaiian Pizzas were whipped up to generate buzz and put an end to the ‘pineapple on pizza’ debate.
Free recipe samples, fresh pineapple chunks and recipe cards were distributed to the public.
To secure authentic and earned social media coverage, hampers and pineapple produce trays were distributed to 30 aligned foodie and lifestyle media and influencers, ranging from chef Neil Perry, nutritionist Lyndi Cohen and media personality Scotty Cam, to publications including Australian Women’s Weekly, Delicious, Super Food Ideas and more.
These marketing activities are strategic levy investments in the Hort Innovation Pineapple Fund