Hort Innovation is responsible for investing the rubus marketing levy into a range of activities to drive awareness and consideration. This year marked the first collaboration of the Australian berry industries to promote the entire fresh berry category using a unified ‘berry basket’ approach.  

The campaign was funded through the rubus marketing levy, in-kind contribution from the blueberry industry and royalties from the Australian Strawberry Breeding Program. 

Insights that drove our thinking 

• Cost of living concerns – shoppers are 43 per cent more likely to buy what’s on special compared to last year. 

• Low consumer value – fresh berries face challenges in terms of perceived value. 

• Satisfaction with berries is below the fruit category average. 

• Taste win – while all fruits are considered healthy, deliciousness is a bigger driver of love for berries than health alone. 

• Frequent buyers – those who love fruits are 2.2 times more likely to buy them. 

What the campaign looked like in market 

The berry campaign was the first collaboration between the Australian berry industries, using a ‘berry basket’ creative approach. The campaign emphasised the emotional connection consumers have with berries through the message ‘one for you, one for me.’ It positioned berries as a perfect choice for sharing and adding joy to meals. 

Key elements of the campaign included: 

• Television commercial – a 30-second ad featured all four berry types, focusing on their versatility and emotional appeal. 

• Video advertising on streaming platforms and out of home – a significant investment was made to amplify the message across high-visibility platforms. These channels ensured maximum exposure during the peak availability of berries, with activity running from February 2024 to January 2025. 

• Social media and online retail promotions – the campaign was also supported with targeted social media content and promotions in online retail spaces to drive consumer engagement and awareness at the point of purchase. 

What did we achieve? 

The campaign ran from February to April 2024 and was highly successful:

• Reached 2.2 million Australians in out of home retail media. 

• Delivered 833,000 impressions through ads appearing on streaming platforms, driving significant awareness. 

• Reached a total of 4.3 million, through collaborations with four selected influencers, including Amanda Cordony @thecordonykitchen; Miranda Brady @mirandabrady, Jack Rock @that_vegan_dad and Tori Falzon @intothesauce. 

• Achieved a reach of 3.3 million on social media, reinforcing the campaign’s presence and message across digital platforms.