This Hort Innovation Raspberry and Blackberry Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 4.
Hort Innovation is responsible for investing the raspberry and blackberry marketing levy into a range of activities to drive awareness and consumption, under the Hort Innovation Raspberry and Blackberry Fund.
With the upcoming summer season for the berries, the marketing program will continue to build on the strength of the industry’s consumer-based social media following and Australia’s love for fresh berries.
Content on social media will highlight the versatility and health benefits that fresh berries add to any meal, whether it be breakfast, dessert or snack. As with previous seasons, social media ‘influencers’ who reflect the positive and healthy lifestyle perspective the brand stands for with be leveraged. Using influencers that have large audiences of followers helps get berry messaging and inspiration to as many people as possible, promoting purchase and consumption with Australian consumers.
Content, recipes, seasonal news and stories will also be seeded to media contacts to promote the publishing of positive news articles on berries throughout the season.
Look for updates on this activity in upcoming editions of Hortlink.
These marketing activities are strategic levy investments in the Hort Innovation Raspberry and Blackberry Fund