In 2023, a national sampling program for apples was run, funded by the grower’s apple and pear marketing levy, collected and managed by Hort Innovation.

With the consultation of the Strategic Marketing Panel this program was trialled to build demand for apples in Australia.

The objective of the program was directed at consumers to:

Increase awareness of the different varieties of apples
Educate customers about the flavour and texture of each of the different varieties
Communicate key selling messages
Highlight where the products can be located instore
Encourage customers to buy directly from your table
Leave customers with a positive brand experience

To activate this activity planning was directed to a targeted demographic of grocer buyers 25 - 64 years old.

To implement a static instore sampling campaign that invites shoppers to trial different varieties of apples. Varieties of apples to trial: Granny Smith, Jazz, Royal Gala, Kanzi, Pink Lady, Envy, and Bravo.
To target 906 sessions in Woolworths and Coles across ACT, NSW, QLD, SA, VIC, and WA.
To capitalse on the busiest retailer days of the week and timeframes for the greatest impact.

See full report here

Retail coverage included 906 total sessions across Woolworths and Coles stores in ACT, NSW, QLD, SA, VIC and WA over the campaign period between March and September 2023.

Highlights of the campaign include

High engagement, a total of 98,410 samples were consumed and an estimated 111,370 shoppers exposed to the brand/product. This was an average of 108 samples per session.
Sales of Australian apples during the sample sessions totaled, approximately 127,872 apples or 19,181 kgs.The average quantity of apples sold during the sampling session was 141.
Conversion of 88% of shoppers interacted with were converted into trying a sample. 130% sales conversion, based on number of apples purchases divided by total samples. Or 32% sales conversion, based on number of purchases done, We estimate that the av. purchase for apples is approx. 4 apples per customer.