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

The pineapple marketing strategy took a staged approach to building consumer demand for Australian-grown pineapples, beginning with strengthening the Australian Pineapples brand and digital channels, before building into a national consumer campaign, ‘A Taste of Summer All Year Long’.

The strategy focused on increasing awareness, engaging people with relevant and inspiring content, and positioning Australian pineapples as a versatile, everyday fruit. Ambassador-led storytelling, grower-focused content, video and targeted digital activity were used to extend reach and encourage greater consumer interest and consideration.

Insights that drove our thinking  

Campaign performance showed that consumers responded strongly to content that helped them understand where Australian pineapples are grown and how they can be enjoyed.

Across social media, video, grower-focused and educational stories consistently performed best, while ambassador and creator content helped build engagement and extend reach beyond Australian Pineapples’ owned channels.

These learnings reinforced the importance of authentic, visual and educational content that connects consumers with growers, provenance and the versatility of Australian pineapples.

What did the campaign achieve?

Establishing an online presence

The Australian Pineapples website and social media channels were refreshed and supported by a consistent content approach, creating a stronger digital presence for consumer engagement.

Website traffic increased by 14,410 per cent, while Facebook reach increased by 8,200 per cent and Instagram reach by 6,600 per cent. Overall social media engagement increased by approximately 4,000 per cent.

A Taste of Summer All Year Long

The national consumer campaign brought Australian pineapples to life through planned social content, video production, on-farm filming and ambassador-led storytelling. Culinary ambassador Jamie Gannon helped bring the campaign to consumers through engaging, short-form video content.

Ambassador content achieved a 5.38 per cent engagement rate and an average one-minute watch time, demonstrating strong audience retention. The campaign also generated more than 12 media placements across television, radio, podcast, print and digital channels, with approximately $55,000 in earned media value.

Extending the reach  

Creator partnerships helped take Australian Pineapples beyond its owned channels and connect with new audiences. Collaboration with The Veggie Scientist delivered strong exposure and audience discussion.

Content with The Veggie Scientist generated more than 300,000 views and 300 comments, while helping drive follower growth and expanding the campaign’s visibility through third-party voices.