This Hort Innovation Pineapple Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2018, edition 2.
Hort Innovation is responsible for investing the pineapple marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Pineapple Fund.
In 2018, the Australian Pineapples Endless Aussie Summer is set to gain momentum, representing year two of the industry’s three-year strategic marketing plan. The campaign is and will continue to effectively communicate the ‘endless summer’ messaging, educating consumers that pineapples are readily available all year round including during winter and that they are ripe to eat when they hit the stores no matter what the colour, while inspiring greater frequency of purchase.
July 2018: campaign launch
The winter campaign will kick off on July 11, with a media launch in Sydney where media and influencers will be inspired by a delicious lunch tailored to the event and showcasing Australian pineapples. Attendees will also learn about seasonality, selection and tips from pineapple grower Ben Clifton.
This event will help put Australian Pineapples top of mind for media, with the face-to-face event designed to re-engage, build awareness of the winter season, and build deeper, ongoing relationships to give pineapples greater exposure.
As part of the new season campaign, there will also be media kits delivered to 10 key media leaders. These will involve hampers containing a media release, tips and fact sheet, recipe cards and fresh pineapples. Look for results of coverage as the campaign progresses.
At the time of writing, content from the previous consumer website was set to be ‘reskinned’ with a new and fresh, on-trend look and feel. As well as giving the old content a facelift, the website work was set to include some search engine optimisation, which will help people looking for Australian Pineapples content find it more easily when searching on the internet.
The website will incorporate a new mood board with colour and font that depicts an endless summer feel, with a dash of nostalgia.
New Australian Pineapples ambassador
Ben Milbourne has been confirmed as the new Australian Pineapples ambassador, and in this role will develop a number of recipes for exclusive use in marketing campaign activities. Ben is an entertaining chef with a strong social media following, and a solid farm-to-plate ethos. You can learn more about Ben here, or jump onto his Facebook and Instagram accounts.
Social media activity
Australian Pineapples social media channels include Facebook and Instagram (@aussiepineapples), where content is shaped around three key ‘pillars’: pineapple know-how, pineapple inspiration and pineapple love. The latest round of the social campaign began in April, priming the full winter campaign which is launching in July. Top posts so far include content shared direct from pineapple growers – including a Facebook post showing two dogs taste testing fresh pineapple at Pure Gold Pineapples, which generated plenty of ‘likes’ and comments supporting Aussie pineapple growers.
On Instagram, beautiful recipe images that showcase the #EndlessSummer feel always prove popular.
These marketing activities are strategic levy investments in the Hort Innovation Pineapple Fund