In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers.
Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit and vegetables.
Key highlights for mangoes include:
- To address the top consumption barrier (messiness) and inspire everyday enjoyment, a new Mango on the Go asset was developed featuring mangoes in a lunchbox. Promoted across Facebook and Instagram during the January back-to-school period, the asset reached 1.5 million consumers with just $5K in media spend. Based on its success, it will be re-used in the upcoming season during October and January back-to-school periods.
- With consumer viewing habits shifting toward digital platforms, YouTube advertising played a key role in reaching audiences cost-effectively. Six- and fifteen-second ads ran throughout the season, reaching over 4.2 million consumers (up from 2 million the previous year). Completion rates hit 93.5%, with 75% of ads viewed on connected TVs, demonstrating strong engagement and reinforcing YouTube’s value in delivering impactful messaging.
- To maintain market share and drive demand in New Zealand, Australian Mangoes were promoted via social media and front-of-store retail screens. Social ads reached 1.7 million consumers through Facebook and Instagram, while 130 screens across 50 stores delivered messaging to 624,000 shoppers on their path to purchase.
