Hort Innovation is responsible for investing the passionfruit 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 passionfruit marketing campaign focused on keeping Australian passionfruit visible during key seasonal moments and repositioning it from an occasional dessert topping to a bright, easy snack choice.  

Activity centred on social media advertising, creator partnerships and snacking-led content designed to build awareness, improve understanding of passionfruit’s everyday uses and encourage consumers to consider passionfruit more often.

Insights that drove our thinking  

Research showed that passionfruit is seen as healthy, delicious, colourful and exotic, but not yet as an everyday staple. Household penetration remained low, with only around 12–13 per cent of households buying passionfruit over the past year and many buying infrequently. Key barriers included price, availability, seasonality and simply not thinking of passionfruit when shopping, while social feedback showed strong potential for simple, kid-friendly and snackable ways to enjoy passionfruit.

What did the campaign achieve?  

• Social media advertising: The campaign used Facebook and Instagram to reach Australians with simple passionfruit snack inspiration. From February to March 2026, activity reached 2.6 million people, delivered 6.9 million online impressions (the number of times campaign content was displayed to people). Advertising cos $2.59 per 1,000 impressions, outperforming planned reach and impression targets while remaining close to the Hort benchmark.
• Creator partnerships: Influencer activity helped make passionfruit feel more accessible and versatile. Nourish Naturally and Khanh delivered more than one million total online views, with Nourish Naturally’s functional snack content generating 576.3k views and 1,010 engagements, while Khanh’s more unexpected recipe approach encouraged sharing and wider advocacy.
• Snacking-led creative: Campaign creative highlighted passionfruit as a tangy, zesty and colourful way to brighten everyday snacks. The best-performing branded assets included the Tangy Zesty static creative and Back to School snack messaging, with follow-up advertising helping generate 1,200k clicks at a 0.18 per cent click-through rate. These results support continuing to use targeted social media advertising to keep passionfruit visible and encourage more people to consider buying it.