This Hort Innovation Raspberry and Blackberry Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, winter edition.
This year during the season for raspberries and blackberries, the annual marketing program encouraged consumers to choose fresh berries over frozen by promoting some simple ‘top tips’ for consumers. The program involved media outreach, including a media familiarisation tour to build media relationships that will be leveraged for ongoing coverage of raspberries and blackberries across digital, print and social media. There was also a focus on Facebook engagement with consumers via the Fresh Berries page (www.facebook.com/lovefreshberries), and health-centric messages were communicated to health professionals to help build the value of berries.
Results of the 2015/16 campaign included:
- 128 pieces of media coverage on berries spanning magazines, newspapers, online news and blog sites, as well as social media
- 34 pieces of media coverage directly from the media tour, reaching 3.7 million people
- A 39 per cent growth in fans of the Facebook page. During peak season (November-April), three posts were made each week offering inspiring recipes and images, seasonal information and usage tips and health benefits. The page continues to have one post a week in the off season
- A 16-page report on the research-backed health benefits of raspberries and blackberries was produced and distributed to 200 dietitians and health professionals. As well as keeping berries front of mind for the health industry, the booklet has been leveraged for media coverage, with 45 digital and social-media pieces reaching over 650,000 people. Magazine coverage is expected to be timed when the new season starts at the end of 2016.
These marketing activities are strategic levy investments in the Hort Innovation Raspberry and Blackberry Fund