Hort Innovation is responsible for investing the berries marketing levy into a range of activities to drive awareness and consumption. Here is a quick look at what happened during the year... 

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 brought the four categories together under the consumer-facing Fresh Aussie Berries platform, using shared activity to build awareness while allowing each berry type to be promoted according to its consumer objective and seasonal supply.  

During 2025/26, the campaign prioritised out-of-home advertising, social media and influencer content to promote berries during key seasonal and peak supply periods.  

Insights that drove our thinking

Research showed that consumers who bought across the berry category purchased more berries overall. Shoppers buying strawberries, blueberries and raspberries and blackberries represented 23.1 per cent of buyers but contributed almost half of total category value.  

Earlier campaign results also showed positive movement: annual berry purchase occasions increased from 21 to 22.2, while average annual household purchase volume rose from 7.8 kg to 8.4 kg. These insights reinforced the opportunity to encourage light buyers to purchase a wider range of berries, more often.

What did the campaign achieve?

• Built category-wide awareness: The campaign used a unified Berry Basket platform to promote all four major berry types, helping create a stronger and more consistent presence for Australian berries. Out-of-home advertising was the main awareness channel, supported by social and influencer content.
• Encouraged more frequent and varied berry purchases: Messaging highlighted the health benefits, versatility and everyday enjoyment of berries, with crop-specific content designed to address barriers, educate consumers, extend eating occasions and encourage shoppers to add one or more berry types to their baskets.
• Supported demand during key supply periods: The campaign kept berries visible throughout the season and increased focus when supply was strongest. The program established a platform that will continue to support household penetration, demand and growth in berry purchases in future years.