This year is an extension of the existing Aussie Mangoes marketing strategy. Our campaign focus is about 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 our communications to ensure they are relevant, timely and have the right level of investment. This communication review has included a new creative campaign for the season; This Season’s Must Have.
This Season’s Must Have
Aussie Mangoes have staked their claim as a spring/summer essential. It’s something consumers simply cannot be seen without! The marketing 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 features at every possible touchpoint across point of sale, press office, social media and digital advertising.
Here’s some of the activity that has brought the campaign to life so far…
Fashion hit the Farms for our Must-Have Grower Calendar
As we hit the peak of mango season, our press office activity ramped up to put Aussie Mangoes into the headlines as the summers must-have fruit. This year, with no annual Mess-tival taking place and in the spirit of our fashionista campaign, Aussie Mangoes launched our very own charity calendar starring growers to align with fruit volumes in December. The activity has generated a whopping 229 pieces of coverage with over 41 million reach across print, online and broadcast.
If you would like to purchase one of the calendars, please head to the Foodbank website at http://bit.ly/AM-Cal. $15 of the $25 price goes directly to Foodbank, with the remaining $10 covering printing and postage costs. Don’t forget to check out the behind-the-scenes video on the Aussie Mangoes Facebook page:
https://fb.watch/35SBuhUMGa/.
Thanks again to our wonderful volunteers who took part in the shoot. With the travel restrictions and limited resource, we couldn’t get round to every farm or region, but it was a fantastic day, and we couldn’t have asked for more enthusiastic and camera-friendly faces!
Always-on Press Office
The Aussie Mangoes press office runs all season long, helping to put mangoes in the headlines through reactive stories, collaborations, recipes, spokespeople and sharing mango madness moments with press. If there’s ever an unusual mango story happening near you, be sure to share it with Tate at Hort Innovation.
The press office has so far generated 466 pieces of mango news which has a combined reach of over 100 million!
This Season’s Must Have – Creative and Content
The Aussie Mangoes peak season paid advertising plan is running live across social, digital and YouTube. Excitingly, this is the first time Aussie Mangoes have supported the marketing plan with paid advertising. The flexibility of digital advertising will allow us to reach our target market when they are viewing selected content online. Once viewed, the consumer will be retargeted with additional Aussie Mango content reminding them on the path to purchase about this season’s basket essential. Ultimately it aims to drive awareness of Aussie Mangoes and keeping them top of mind through using our fun and engaging campaign message. At the time of writing the 15 second advert had received over 1 million views.
The Aussie Mangoes always-on Instagram and Facebook pages, with this year’s new look and feel, also continue to drive awareness, education and inspiration for mango buyers this season. Make sure you’re following @AussieMangoes.
Messina Goes Mangoes
The coolest collaboration of the season is still in stores, with two iconic must-haves, Australian Mangoes and Messina, joining forces to create the gelato flavour of the season; Mangoes & Cream. Messina have 13 stores across NSW, VIC, QLD and ACT so see if there’s one nearby next time you’re in the city and you can have a taste of their heavenly hero flavour.
For further information on the consumer marketing plans, please contact Hort Innovation Marketing Manager, Tate Connolly on
P: 0427 145 642 or
E: Tate.Connolly@horticulture.com.au.
