This Hort Innovation Summerfruit Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2016, winter edition.
With a focus on driving awareness of availability and enticing Australian consumers to eat more summerfruit more often, the 2015/16 summerfruit marketing campaign had strong results.
The previous year’s summerfruit marketing had been focused on export markets, so for 2015/16 the challenge was to re-energise the PR strategy, re-engage key media and influencers, and re-enter the social media realm to increase cut-through and repeat purchases for peaches, nectarines, plums and apricots domestically.
PR and media
Media outreach involved the development of a media kit with a fact sheet, summerfruit recipes and images targeted to major metro, regional and community newspapers, TV and radio outlets, food and health publications, and online news, trade, horticulture and lifestyle outlets. Fresh product was also sent to top food publications and bloggers to prompt recipe development, features and social media engagement.
Over 240 summerfruit stories were generated from this outreach, with a combined audience reach of 15 million (a whole seven million over the campaign’s target). There were high-impact stories in leading newspapers including The Sydney Morning Herald, Sunday Telegraph and Canberra Times, and coverage in national magazines including Australian Women’s Weekly, Coles Magazine, Delicious, Good Health, Taste, New Idea and Woman’s Day. There was also strong social media support.
These marketing activities are strategic levy investments in the Hort Innovation Summerfruit Fund