This Hort Innovation Raspberry and Blackberry Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 1.
Summer 2017 has been a busy time for the raspberry and blackberry marketing program, following a successful season media launch in late November.
Launch event and coverage
At the launch event, media influencers were treated to a season briefing, a presentation on the health benefits of berries, and a delicious berry-full breakfast. Off the back of this, there have since been 85 pieces of media coverage featuring raspberries and blackberries – well exceeding the target of 65.
Coverage has appeared in titles such as Australian Women’s Weekly, Weight Watchers, New Idea and Nourish. Overall, media reporting from the event has resulted in a reach of 5.3 million people, with more raspberry and blackberry content expected in upcoming issues.
Social media has proven to be a continuing strong channel for raspberries and blackberries. The consumer-facing Facebook page (www.facebook.com/LoveFreshBerries) continues to grow, and now has over 17,850 fans following it. Monthly, the social media content reaches approximately 89,000 people.
The social media strategy will be continued for the rest of the season, engaging the audience with delicious berry usage ideas, sharing healthy eating and lifestyle tips, and encouraging consumers to share their own berry-centric dishes.
In February, a program of in-store demonstrations began across the major retailers, with a focus on encouraging shoppers to try the delicious raspberries and blackberries available this season. This has also been an opportunity to share some of the health benefits of adding berries to breakfast and other meals.
Results of this activity will be available in the next edition of Hortlink.
These marketing activities are strategic levy investments in the Hort Innovation Raspberry and Blackberry Fund