Highlights from the 2024/25 passionfruit 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 the passionfruit marketing campaign include:   

To drive awareness and remind Aussies about passionfruit during the winter flush, a social media campaign was developed. The key focus was on the snacking occasion, showing how passionfruit are a delicious snack on its own and as a topping during the cooler months.

A mixture of video and static branded ads ran across both Facebook and Instagram. Teamed with Influencer partnerships the content shared easy recipes for consumers to enjoy.

The paid amplification budget was allocated to boost posts and influencer content. In total, over 2.8 million consumers were reached which was a solid result for an investment of $45K.

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

This project was a strategic marketing levy investment in the Hort Innovation Passionfruit Fund