Hort Innovation Apple Marketing Levy Fund at work a reinvigorated campaign to grow category value
“Reigniting excitement for apples at the core, the go-to healthy snack for all Australians”
The Australian Aussie Apple Campaign 2023 - managed by Hort Innovation marketing team under-advisement of Industry Strategic Marketing Panel - has commenced with the 2023 marketing season.
The awakening of the senses that comes from the simple act of eating a delicious, crisp apple is at the core of the new national marketing strategy released by Hort Innovation on behalf of the Industry. Aiming to reignite excitement for apples, the strategy will actively convey to consumers the refreshing delicious taste and sensory satisfacton that the apple offers.
A particular consumer goal of the strategy is to increase purchase and consumption levels within the ‘light buyer’ segment. Hort Innovation Head of Consumer Marketing, Gillian Reilly, said while almost 90% of the Australian households purchased apples once in the past year, opportunity exists to target people who brought infrequently - the so-called light buyers. Heavy users of apples bought on average 42. times over the course of the past year, while light buyers only purchased six times,” she said.
“New season apple marketing positions apples as delicious, healthy, go-to snack in a campaign that aims to lift consumption amount ‘light buyers’”
The Strategy is framed by two pillars:
Pillar 1
Boost the desire of apples. Including creative research, media development and production. This aims to drive apples’ refreshing taste apples and sensorial experience and includes the optimisation of the health story and its production rollout.
Pillar 2
Surprise and delight at point of purchase. Including the expansion of the quality and merchandising program addressing bruising and appearance instore, varietal in-store sampling focus to drive excitement of the category - promoting differing taste profiles demonstrating ‘there’s an apple for everyone’, varietal permanent POS and export co-promotions.
Each pillar building on the ‘Hit Refresh 2021-22 campaign’ connecting Australians with apples on various platforms including retail outlets in metropolitan and regional locations, YouTube (video content) radio shopper promotions, various social media and export development .
Key activities
YouTube is designed to achieve mass reach with more than 11.5 million people
Radio promotion over two commercial networks reaching 5.5 million people
Social media (Instagram and Facebook) will be used to snare a mix of snack ideas via influencer and branded content
Tik-Tok tailored content will reach the demographic not using Facebook
Targeted retail exposure to educate consumers about apple varieties from May to June with a reach over 12 weeks being 4.92 million people
Export co-promotion program to support outbound instore activities to support export development for Australian Apples