Highlights from the 2024/25 Papaya marketing campaign

Marketing update

Publication date: October 22, 2025

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 Papaya include:   

The latest papaya marketing campaign was designed to increase the number of households purchasing papayas by building awareness and encouraging trial. Australian Papaya activated at the Melbourne Good Food and Wine Show in May. Samples of warming papaya korma curry were available as well as fresh papaya with a squeeze of lime to showcase the versatility of the fruit. With over 6.5k samples handed out, the event was successful in spreading the message about papaya’s benefits and driving trial.

To spread further awareness, a social campaign with a new look and feel showcasing the vibrancy of papaya launched. Key messages focused on the health benefits, delicious tropical taste, fact that papaya can serve multiple people and that it is available all year round.

The social campaign was amplified by paid media, delivering a total reach of over 2 million.

To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.

Download the final report

This multi-industry project was a strategic levy investment across multiple Hort Innovation Funds

Related industries

Papaya