This Hort Innovation Pineapple Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 1.
After the successful launch of the ‘Endless Aussie Summer’ campaign – which involved a pineapple takeover of Sydney’s Entertainment Quarter in September, as reported in the last edition of Hortlink – the campaign is leading up to a busy six months focussing on the message that Australian pineapples are available all year round.
Recent months have had a strong focus on social media, while the second half of the financial year will see some six new inspiring and fresh recipes being developed, printed and released to key influencers and media. Australian Pineapple ambassador Martyna Angell will be developing these recipes on behalf of industry in March. As with previous new recipes, they will highlight the ‘#endlesssummer’ factor and all-year seasonality of pineapples.
The www.aussiepinepples.com.au website will also undergo a refresh and upgrade with a focus to inspire consumers and showcase simple ways pineapples can be enjoyed all year round. New resources for the site are being developed.
The new content will also be showcased through social media channels, including Facebook (www.facebook.com/AussiePineapples) and Instagram (@aussiepineapples).
A targeted influencer campaign will also see bloggers and key media receive hampers in late March, highlighting all the key messages from the marketing campaign.
Seasonal media releases will also be developed in line with the autumn flush of fruit, while the ‘always on’ approach to the public relations campaign will ensure reactive and proactive media for the remainder of the annual campaign.
These marketing activities are strategic levy investments in the Hort Innovation Pineapple Fund