Consumer research shows that mangoes are largely seen as an impulse buy—consumers know and love their favourite summer fruit, but 7 times out of 10 they will make their decision at the point of purchase. It is the marketing teams role, therefore, to ensure mangoes are kept top of mind throughout the season.
Our PR activity this year consists of a solid influencer outreach program—approaching traditional media and social media influencers and engaging them to talk about mangoes. We will be working with YouTube foodies, encouraging them to film and share mango recipes. We will also be working hard to secure local media interviews with our growers around the country.
On October 8th at this year’s Brisbane Mango Auction we aim to raise more money than ever and gain national media coverage for mangoes. This coverage will talk about mango season being so close you can taste it. We’d love to see you there on the day, but if you can’t make it look out on the Aussie Mangoes’ Facebook and Instagram pages to see the action from the day.
The annual Mango Mess-tival is a celebration of summer. It is held in the peak of the mango season (6 December 2015) on Australia’s iconic Bondi Beach. This event is held in conjunction with the North Bondi Surf Club and nippers get to perform their activities with mangoes while hungry Australians get to taste four key varieties. There will be big branded marquees, banners on the beach, mango cheeks on the BBQ, a DJ pumping out tunes, and an MC to keep the days activities rolling - like the mango eating competitions! Put it in your diary as we’d love to see you there. This year our focus will be on gaining national coverage so Mango Mess-tival is amplified beyond Bondi Beach.
Social Media is a key part of our marketing campaign, driving high reach and frequency with consumers throughout the season. This year, the purpose of our social media activity is to help socialise Australian consumers’ summertime memories. Our content will focus on key areas of interest that drive engagement within the Facebook and Instagram communities, such as mango trivia, ‘how tos’ and competitions—all supported by our ongoing PR activity.