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

The 2025/26 marketing campaign focused on increasing the number of Australian households buying papaya. The campaign aimed to build awareness, encourage more people to try the fruit and give consumers simple ideas for choosing, preparing and enjoying papaya. Activity combined social media with sampling to help consumers discover papaya and experience its taste, health benefits and versatility firsthand.

Insights that drove our thinking

Papaya had a significant opportunity to attract new buyers and encourage more regular purchasing. Household penetration increased from 10.5 per cent to 13.6 per cent in the 52 weeks ending 2 November 2025, reaching its highest recorded level. Nearly 60 per cent of the fruit’s s volume growth came from new buyers, showing the importance of continuing to introduce papaya to more households.

However, barriers remained. Consumers reported uncertainty about how to choose, prepare and use papaya, while price, availability, taste and texture also influenced purchasing. Health was a leading reason for buying papaya, and its colourful, exotic and premium qualities provided strong foundations for the campaign’s messaging. These insights supported an approach that brought the fruit directly to consumers through sampling and provided practical inspiration for everyday occasions such as breakfast and snacking.

What did the campaign achieve?  

The campaign used social media advertising and creator partnerships to increase awareness of Australian papaya and inspire more people to include it in their everyday diets. Content highlighted papaya’s health benefits, versatility and tropical appeal, while providing simple recipe ideas and serving inspiration. Social media activity reached more than 4.6 million Australians and drove more than 15,600 visits to the Papaya Australia website, helping connect consumers with information about the fruit and how to enjoy it.

Sampling gave shoppers the opportunity to experience papaya firsthand and learn more about its taste, health benefits and versatility. During the final campaign burst, sampling took place across 59 retail locations nationally, with shoppers encouraged to try papaya on its own and in simple breakfast and snack combinations.

Across the final burst, 5,782 samples were consumed and an estimated 6,979 shoppers were exposed papaya. Of shoppers who engaged with the sampling teams, 83 per cent tried a sample, while an estimated 1,382 papayas were sold during sampling sessions. Consumer feedback showed interest in papaya’s flavour, convenience and versatility, while also reinforcing the importance of providing guidance on selecting ripe fruit and easy ways to prepare and enjoy it at home.