Best of Australian mangoes showcased at Mess-tival
Mess-tival,the annual festival that celebrates the peak of the Australian mango season and the official arrival of summer went off without a hitch on the first Sunday of Summer.
The festival was held at Sydney’s iconic Bondi Beach on Sunday 7th December 2014. It is the biggest event on the mango marketing calendar and plays a critical part in raising the profile of mangoes to maintain demand throughout the season.
The annual festival has grown in scale and popularity every year, giving people an opportunity to create mango memories that will last for years to come.
Over 8,000 samples of R2E2, Kensington Pride, Honey Gold and Calypso were handed out to beach goers who spent time with mango growers speaking about their favourite thing - mangoes.
Media coverage for the event was extensive and, in terms of PR value, was the most successful year yet. On the Friday before the event, Mess-tival was featured on The Project’s ‘Friday Night Whip Around’, where nippers competed in an eating competition live on-air. The Project is a favourite weekday ‘infotainment' show that has a national audience of 650,000, making it one of Australia’s most popular programs, outside of the news. In addition, Weekend Sunrise filmed their weather segments from the event, reaching almost 500,000 viewers and delivering over 18 minutes of on-air coverage, plus an estimated 60 minutes of mangoes on screen placement in the studio. Weekend Sunrise is Australia’s favourite national weekend breakfast program and has an estimated viewership of 314,264.
New this year were Mess-tival branded marquees that added size and branding to the event, cool tunes pumping, and an MC to attract people and keep the day’s events flowing. There was also had a hashtag marquee that rewarded the public with mango merchandise for posting their pictures to Facebook and Instagram with the Aussie Mangoes hashtags #LovinSummer #LovinMangoes . 1,000 pieces of mango merchandise was given away and the Australian Mangoes social media posts on the day reached over 13,000 people and had 1,700 engagements.
The North Bondi Nippers competed in mango-based challenges throughout the day and for the first time, they took on the public in a series of eating competition challenges. The event raised $13,000 for the North Bondi Nippers, growing the total raised since 2012 to $38,000.