This Hort Innovation Table Grape Fund marketing snapshot has been taken from Hort Innovation’s Hortlink 2017, edition 4.
Hort Innovation is responsible for investing the table grape marketing levy into a range of activities to grow awareness and consumption, under the Hort Innovation Table Grape Fund. Here’s a look at upcoming activity…
Social media activity
The Australian Grapes seasonal social media campaign kicks off in January 2018 across social channels including Facebook and Instagram. All activity is designed to encourage more grocery buyers to purchase Australian table grapes, and to raise awareness of how table grapes are an easy and delicious snack.
Under consideration is the recruitment of a ‘social influencer’ to join the seasonal campaign to promote table grapes by developing videos and posting photos to engage their followers on social media.
Table grape media kits will also be sent to key online social media influencers to spike interest in table grapes and drive additional coverage through social media, specifically targeting channels that have lots of following and extensive reach.
The West Australian newspaper publishes Fresh Magazine once a month, and table grapes will feature on a half-page throughout the peak season to boost awareness of Australian seasonality and focus on the versatility and ‘snackabilty’ of table grapes.
These marketing activities are strategic levy investments in the Hort Innovation Table Grape Fund