This Hort Innovation Summerfruit Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 4.
Hort Innovation is responsible for investing the Summerfruit marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Summerfruit Fund. Here’s a look at some of the most recent activity…
For local consumers, the marketing levy has approached this season using a mix of social and traditional media to drive purchase and consumption of summerfruit. The key messages for the campaign focus on snacking and seasonality for a quality eating experience. The ‘#mysummersnack’ hashtag is being used to reinforce these messages and allows consumers to share their eating experience with others on social media. To help get these messages in the hands of the right influencers, media kits with a summerfruit hamper have been sent to key media outlets and social media influencers to spread the word.
Next up, the marketing levy will be invested in consumer research to gain insight into the attitudes and purchasing behaviour of main Australian grocery buyers towards summerfruit, which will support future marketing strategies. Look out for updates on this research a future edition of Hortlink.
Moving further afield, all export markets now have access to re-invigorated ‘Taste Australia’ point of sale material, to help activate and raise the profile of Australian Summerfruit in-store – encouraging international consumers to enjoy the fruits.
For the key focus market of China, a new video featuring nectarines has recently been developed and translated in Mandarin for use in retail, online and media.
These marketing activities are strategic levy investments in the Hort Innovation Summerfruit Fund