The sixth annual Mango Mess-tival (Mess-tival) event was successfully held over the first weekend of summer on 3 December 2017. Funded by Hort Innovation using mango industry levies, Mess-tival gives the public an opportunity to converse with growers—putting a friendly face behind the mangoes they will eat over the summer. It also celebrates summer at the peak of mango season on Australia’s iconic Bondi Beach.
KIIS FM covered the day running national radio advertisements over the Mess-tival weekend and the weekend following, letting consumers know that mangoes were in abundance and in peak season. The campaign reached a huge 1.2 million unique people, who heard the advertisement at least two times over the concurrent weekends. The KIIS team were also in attendance on the day doing some filming and have created a mango madness video which is available on the KIIS FM website, and is also cross-promoted through their Facebook channel.
9,859 mango samples were given out to mango lovers, 350 mango smoothies were made on the blend ‘n’ bike and over 200 mango flowers from the fruit carver were consumed, raising over $14,408 for North Bondi Surf Life Saving Club! Growers in attendance represented all in season varieties, which contributed to making the day a huge success and our biggest
The photo booth proved fun and a massive hit with people walking away with their mango memories. There was a continuous queue for the barbequed mango cheeks and many happy punters walked away with a tray of mangoes after winning their mango eating competitions. It was great to see all the mango love that was being spread around Bondi and all the visitors getting messy when eating the delicious king of fruit.
Media helped promote the event with coverage from TimeOut, Hit, City Of Sydney, and many others. Social media influencer, Nourish Naturally who has 145,000 followers was also in attendance snapping away and posting the antics of the day via their social channels, as did Sydney socialite Kurt Tilse who has 40,000 followers.
Other PR Activity
Social Media and PR
The ‘always on’ social media 2017-18 campaign, #200DaysofMangoes is having success on Instagram. This hashtag continues to feature at every possible touchpoint across the press office, social media and at the Mess-tival event, prompting acknowledgement of the mango season and the endless possibilities that the mango brings. New social content, delicious recipes, competitions and harvest tiles from the various regions have been incorporated through our social channels to date with some excellent results.
On Instagram to date, 666,813 hashtag impressions have been recorded since the inception of the campaign with over 11,000 total engagements. As influencer outreach increases it is anticipated these numbers will increase dramatically. Influencer kits have been sent to key influencers which includes a tray of mangoes and some mango themed goodies and we are currently tracking results.
Results through Facebook are also having great success in terms of page reach (1,359,297) and engagement (36,972) being huge!
Grower famils have taken place in Far North Queensland with Dimbulah grower Alvise Brazzale being featured. Broadsheet, an online media publication with a readership of 864,878 monthly unique readers, published an article in early December which is well worth the read as it gives an insight into a generational mango farmer and one of the great characters of our industry.
Grower interviews have also taken place; in October Dale Williams from Bowen reassured consumers that Cyclone Debbie had not impacted mango supply. The Burdekin Advocate published an article on export guru Marie Piccone from Manbulloo on 8 December and there are more grower profiles in the pipeline to follow.
The official launch of the mango season took place on 5 October with the auction of the first mango tray in Brisbane. We saw Australian professional boxer Jeff Horn, NRL Legend Sam Thaiday and celebrity chef Matt Golinski as the official event ambassadors. Sam and Jeff battled it out in the boxing ring for the mango eating competition—whilst wearing boxing gloves!
Importantly, alongside the festivities, we also saw the first mango tray be sold for $29,000 to Nuccio Camuglia, owner of Fruity Capers in Toowong Village, Brisbane, who was crowned the Mango King for 2017.
Sunrise broadcasted live from the auction and Australian Mangoes featured on Channel 7 News nationally throughout the day. ABC News Radio also featured the event nationally, along with Channel 10 News in Brisbane, Rural Weekly, 612 ABC and other media outlets. In total over 60 media hits were achieved with 32 print / online mentions, 20 TV segments and 8 radio mentions specific to the Mango Auction.
October and November saw the team working on developing new mango recipes which are now available at http://mangoes.net.au/recipes/. We have produced six full recipes and six recipes suggestions. Three of each were released in November.
The full recipes included:
- Duck and Mango Noodle Salad
- Mango Croissant Pudding
- Mango Curd.
The recipe suggestions included:
- Mango Friands
- Smoked Chicken and Mango Wraps
- Smoked Salmon and Mango Blinis.
Recipes have been featured strongly throughout the season with online and print coverage giving Australian Mangoes recipes a run.
For more information contact Craig Perring at Hort Innovation: firstname.lastname@example.org or 0404 407 262.