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

In 2025/26, marketing activity focused on keeping Australian mangoes front of mind throughout the season, encouraging more shoppers to buy and enjoy mangoes more often, and supporting demand in domestic and export markets.  

This activity was covered three areas: being highly visible in retail, celebrating the enjoyment of mangoes through the Taste the Sunshine platform, and promoting Australian mangoes beyond our shores.

Insights that drove our thinking  

The strategy was informed by consumer and retail data showing that mangoes are most often eaten as a snack or dessert, are usually enjoyed fresh on their own, and are commonly bought on impulse. The data also showed mangoes have strong appeal as a tasty and indulgent fruit, but key barriers include perceptions that they are messy or expensive, and that there is low awareness at the start of the season.  

These insights reinforced the need for strong early-season visibility, simple serving ideas, and reminders when shoppers are deciding what to buy.

What did the campaign achieve?  

The campaign continued across social media, YouTube, out-of-home screens and retail advertising, using refreshed creative designed to make mangoes feel bright, summery and delicious.

The campaign used a mix of channels to reach shoppers before and during purchase. Social advertising reached 7.2 million people, out-of-home advertising reached 3.3 million people near retail locations, and YouTube reached 1.9 million people, with a large share of views delivered on connected TV screens.

Retail promotions helped make mangoes more visible where shoppers buy. Online retail advertising through Coles and Woolworths supported incremental online sales, while supply chain engagement helped improve alignment between industry, marketing efforts and retailer programs.

Export activity helped increase demand beyond Australia. In New Zealand, the domestic campaign was extended, while Singapore was supported through initiatives such as in-store sampling, gift with purchase and influencer amplification with participating stores recording an average 160 per cent sales uplift during activation periods.