As the sun starts to shine, the 2020 mango season has begun! The markets are fast becoming excited about the upcoming mango season as are the consumers.
Reminder: make sure you’re following @aussiemangoes on Instagram and Facebook.
This year is an extension of our current marketing strategy. Our focus is on encouraging medium frequency buyers of mangoes to buy more often, growing the size of our lucrative ‘wedded buyer’ group. With such a change in the environment in which we’re operating, updates have been made to make sure our communications are relevant, timely and have the right level on investment. This communication review has included a new creative campaign for the season.
THIS SEASON’S MUST HAVE
This season, we’re pitching mangoes as a spring/summer essential since it’s something consumers simply cannot be seen without. The campaign reinforces that Australian mangoes are #ThisSeasonsMustHave and brings a little spruce of fashion to the world of mangoes. It’s a playful way for our creative to cut through the noise of the fresh aisle and make mangoes stand out amongst the intense competition.
The campaign theme is designed to be different and stand out amongst other products hence the ‘This Season’s Must Have’ message will feature at every possible touchpoint across press office, social media and digital advertising.
Our PR campaign will include a proactive and reactive press office to ensure mangoes are in the news throughout the season in local, rural and national media as we follow the crop / harvest trail through the season. This approach includes activities like brand and influencer partnerships, news hijacking and press gifting.
Social Media – an “always on” approach will be adopted for the social program again with a new look and feel as well as editorial style posts playing into the en vouge theme of our communications. This content will be supported by paid spend to increase the reach of the content to specific audiences, more likely to engage and respond to the messaging.
It may be noticeable to some that events don’t form part of this year’s marketing calendar. With the uncertainty around public events, both the Brisbane Auction and Mess-tival are cancelled for this year.
This availability of resources has created the opportunity to include Digital Advertising into the channel mix. Since the start of COVID-19, consumers are increasingly spending more time online and have an increased desire to stay up-to-date with information and news. It is an exciting time to be moving the Australian Mangoes strategy into the paid media space and to be reaching our audience in a targeted way, with controlled frequency. More consumers will be hearing about this season’s essential.
At the time of printing Hort Innovation and AMIA were working together on a Marketing Webinar, in absence of this season’s grower roadshows. This online session was an opportunity for the marketing team to present the new marketing plan to industry and share details of the upcoming SIP renewal process.
For further information on the consumer marketing plans, please contact Hort Innovation Marketing Manager, Tate Connolly.
P: 0427 145 642 or
E: Tate.Connolly@horticulture.com.au.
