The Fresh Aussie Berries marketing program aims to increase consumption by encouraging more Australian households to buy strawberries, blueberries, raspberries and blackberries more frequently. The collaborative Berry Basket campaign brings the four categories together under the consumer-facing Fresh Aussie Berries platform, using shared activity to build top-of-mind awareness while allowing each berry type to be promoted according to its consumer objective and seasonal supply.

Consumer insights informing the strategy

Consumer data shows that shoppers who buy across berry categories purchase more berries overall. Shoppers purchasing from all three measured berry categories represented 23.1 per cent of buyers but accounted for almost 50 per cent of category value. The previous Berry Basket campaign also coincided with stronger category performance: annual household purchase occasions increased from 21 to 22.2, while average annual weight purchased rose from 7.8 kg to 8.4 kg. All berry crops recorded year-on-year growth in both spend and volume purchased.

What's planned

Berries marketing investment will focus on making fresh Australian berries more visible, recognisable and useful to consumers. The year-round program will use out-of-home advertising as a key awareness channel, supported by an always-on social media presence and heavier paid activity during peak supply periods. Activity will encourage shoppers to buy one or more berry types whenever they shop and position berries as an everyday grocery basket staple.

Key activities include:

• Out-of-home advertising using established Berry Basket creative to build broad awareness, with emphasis around periods of peak supply.
• Always-on social media across Facebook and Instagram, supported by paid boosting and advertising during peak supply periods.
• Reels, short-form video and motion-led creative designed to stop the scroll, strengthen campaign recognition and grow followers on Fresh Aussie Berries channels.
• Australian grower and farm stories that build trust, provenance and an emotional connection with fresh Australian berries.
• Practical consumer content covering approved health benefits, seasonality, varietal education, storage and selection, recipes and everyday meal occasions.

The unified campaign will also tailor messaging to the role of each berry type. For strawberries, activity will aim to increase purchase frequency and broaden meal occasions while strengthening understanding of health credentials. Blueberries will be positioned as convenient, healthy, versatile and suitable as a regular grocery item. Raspberry activity will support household penetration and frequency by maintaining year-round visibility and showing the fruit as premium but accessible. Blackberry activity will encourage trial by challenging outdated perceptions and showcasing modern varieties as large, sweet, juicy and appealing.

Berry-specific priorities include:

• Strawberries: increase purchase frequency and expand usage across breakfasts, lunchboxes, snacks, smoothies, salads, desserts, entertaining and everyday healthy eating.
• Blueberries: grow household penetration and consumption frequency by reinforcing convenience, health, versatility and snackability.
• Raspberries: grow penetration and frequency through consistent visibility, stronger promotional moments and accessible everyday inspiration.
• Blackberries: generate trial and shift perceptions through taste-led, sensory and visually impactful content.
   

Supporting investments

The Berry Basket Campaign is a collaborative $500,000 per year investment, comprising $200,000 per year from strawberry royalties, $200,000 per year from blueberries and $100,000 per year from rubus through the project FY26-27 Berry Basket Campaign (BR25501).