Hort Innovation is responsible for investing the industry's marketing levy into activities to drive awareness and use of raspberries and blackberries, under the Hort Innovation Raspberry and Blackberry Fund.
Increasing the domestic per capita consumption of raspberries and blackberries by 40 per cent by 2021, supported by positive consumer perceptions of product value, is a key industry priority identified in the Raspberry and Blackberry Strategic Investment Plan.
During the 2019/20 financial year there was no levy-funded marketing activity for the raspberry and blackberry category, however compelling price points and prominent in-store displays from retailers have contributed to a strong uplift in performance.
As the industry looks to drive growth further for raspberries and blackberries, there is an opportunity to build on the momentum already being experienced and maintain strong consumer demand and loyalty. This will be important in the future should there be any changes within the marketplace to price or placement within store.
A comprehensive assessment of the unique opportunities available to the raspberry and blackberry category has been conducted to define a unique and effective marketing strategy which will be implemented in 2020/21.
This strategy has been formulated to drive consumption by positioning raspberries and blackberries as an indulgent yet healthy everyday fruit that can be added to dishes as an enhancement that creates a ‘wow factor’ for your meal. The 2020/21 campaign will drive consumers to consider purchasing berries more often by highlighting the unique benefits of raspberries and blackberries, encouraging them to eat berries on occasions other than snacking and to promote the consumption of berries outside of summer.
The core activities of the campaign (digital and public relations) will be targeted at ‘creative foodies’ aged 35-44 with a household income of more than $90,000.
These marketing activities are strategic levy investments in the Hort Innovation Raspberry and Blackberry Fund