Hort Innovation’s mango marketing strategy aims to build demand for Australian mangoes by driving awareness, increasing usage occasions and supporting stronger category growth across the season. The program will take an integrated, multi-channel approach spanning consumer awareness, retail activation and export market activity, with a focus on keeping mangoes top of mind, converting interest into purchase and reinforcing Australian mangoes’ premium positioning in priority markets.

The FY26/27 mango marketing plan has been endorsed by the Mango Marketing Strategic Investment Advisory Panel and builds on the success of previous integrated activity and earned media. The strategy recognises the opportunity to strengthen consumer demand throughout the season by increasing awareness, inspiring more usage occasions and using authentic grower and educational content to reinforce the value of Australian mangoes. Export activity also remains an important part of the program, with recent Singapore campaign results demonstrating the value of strong in-store visibility, retailer collaboration, sampling and localised content in building awareness, encouraging trial and supporting conversion in priority export markets.

What's planned

The FY26/27 mango marketing program will be delivered across three strategic pillars: awareness, retail and export. Activity will focus on building demand through new creative development, paid media, social and content-led storytelling, influencer partnerships, retail visibility and targeted export activation, including activity designed to strengthen preference for Australian mangoes in international markets.

Key activities include:

• New creative and campaign development to support a refreshed seasonal campaign and drive awareness of Australian mangoes.
• Paid media activity across social media, YouTube, out-of-home panels near supermarkets and radio to keep mangoes top of mind throughout the season.
• Social and content-led storytelling including recipes, usage inspiration, grower stories and educational content to increase engagement and usage occasions.
• Influencer partnerships to amplify campaign messaging and encourage consumers to enjoy mangoes more often.
• Export retail activity to support in-store visibility and shopper conversion beyond Australia.
• Export market activation to support demand beyond Australia, including targeted retail and consumer activity in priority markets. This builds on the FY26 Singapore campaign, which used in-store displays, promotions, sampling, localised materials and influencer content to highlight the premium quality, seasonality and unique eating experience of Australian mangoes.

Recent export activity in Singapore showed the role these programs can play in building preference for Australian mangoes overseas. The campaign delivered 36 sampling sessions across Giant and CS Fresh, engaged more than 13,000 consumers in-store and online, and achieved positive sales uplifts across participating stores. Learnings from the campaign highlighted the importance of maintaining strong in-store visibility, working closely with retailers and using localised messaging to position Australian mangoes as a premium seasonal fruit.

Supporting investments

A range of investments are underway to deliver the mango marketing strategy:

• Mango Supply Chain Engagement Manager FY25-27 (MG25501)
• Mango Marketing Program FY26 (MG25601)
• Mangoes FY26-27 New Zealand Activation (MG26501)
• Mangoes FY26-27 Retail Activation (SCEM) (MG26502)
• Mango Auction Brisbane Markets Sponsorship – FY26-27 (MG26503)
• Mango creative development & paid media (TKB) FY26-27 (MG26601)