This Hort Innovation Pineapple Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, winter edition.
The three-year marketing outlook for the pineapple industry has been completed, with the focus on three key initiatives: assets refresh, awareness program and in-market support.
To lay the groundwork for Australian Pineapples’ brand for current and future seasons, the look and feel of all owned assets and branding will be refreshed and updated to make pineapples relevant to current consumer trends, and to work towards the goal of building engagement.
Australian Pineapples’ website, photography, serving suggestions and content will be updated with a modern and fresh approach to inspire consumers and showcase simple ways to enjoy pineapples.
This program will improve consumer understanding about pineapple seasonality, specifically in the months leading up to summer (July to November), and will inspire fresh consumption through seasonal, health and snacking messages. The program will embrace both outreach to media and bloggers, and utilise owned assets including Facebook and Instagram to keep pineapples top of mind for Australian consumers. An increased focus on Australian Pineapples’ key spokespeople to educate and inform consumers will take priority.
Pineapple availability in the colder months will be a driver with ‘Endless Summer’ a key theme of the program. The messaging for consumers will be around seasonality and that even though summer is winding down, you can still enjoy Australian pineapples all year long. Messaging will also focus on versatility and that Australian pineapples provide the endless taste of summer, and on health and wellbeing.
Ambassadors, PR, social media and experiential marketing will be used to drive this messaging.
During years two and three, the plan is to partner Australian Pineapples with other tropical industries in joint merchandising programs to educate consumers at point of purchase, improve frequency and ultimately increase sales.
By sampling fruit at point of purchase with key messaging around seasonality, versatility, and health and wellbeing, the program will work to increase consumer conversion and trade consumers up in frequency and ultimately increase industry penetration all year round.
These marketing activities are strategic levy investments in the Hort Innovation Pineapple Fund