During the 2019-2020 season promotional programs were created in collaboration with exporters, importers, and retailers in Singapore, Hong Kong, South Korea, New Zealand, and the USA.

Images from Gelson’s supermarkets California. 1. Creating customer excitement and anticipation with signage outside store entrances. 2. Going loud and proud with fresh cut Australian Mangoes. 3. Staff wear Australian Mangoes ‘ambassador buttons’ to engage customers in conversation. 4. In-store demonstrations were variety specific with separate campaigns for Kensington Pride, R2E2, Calypso and Keitt.

Our objective was to continue to position Australian Mangoes as a premium experience for which consumers in our target markets will happily pay a premium price.

In line with the Mango Strategic Investment Plan, markets and retail partners were chosen using the following criteria:

A mix of protocol and non-protocol markets
A mix of established and emerging markets
A robust supply chain capability delivering a consistent quality experience
Alignment with retail partners that target affluent consumers who are prepared to pay a premium price for a great quality mango.

The consumer campaigns varied by market and included a mix of point of sale material (POS), in store sampling, advertising, public relations, social media, and an Australian Mangoes Sales Challenge—that encouraged, recognised and rewarded excellence in store execution.

Target markets and partners were supported with an engagement program including pre-season planning meetings, regular in season work in progress meetings, in-market visits and end of season reviews.

South Korea - Homeplus and Lottemart conducted in store demonstrations supported by POS material in South Korea, which were key to driving awareness and purchase of Australian Mangoes.

While campaign outcomes are still being completed at the time of writing, our target partners were all excited by the significant growth they have experienced in the Australian mango category this season and they are hungry for more.

On behalf of Australian Mangoes, I express our sincere appreciation to the growers and exporters who continue to invest in developing these important export markets, and the importers and retail partners who have committed to strongly supporting the growth of Australian Mangoes within their businesses. We look forward to working with you in 2020. Thank you!

For further details contact Treena Welch, Australian Mangoes Marketing Manager: P: 0417 001 253 E: marketing@mangoes.net.au