PR
As the 2019/20 season draws to an end, we reflect on a very successful year with a huge buzz from the media. We’ve received a total of 257 hits with media. In December alone, the combined reach of coverage was 119 million.
This season’s broadcast wins include Studio 10 showcasing the mango Budgy Smugglers in the lead up to Mess-tival and 9 News reporting on some monster mangoes found in the Darwin.
In print, mangoes had page long features in the lead up to Christmas across Delicious and Woman’s Day, inspiring readers to slice, dice and demolish all summer long. Regional publications like Canberra Weekly and The Herald Sun ran recipes created by Aussie Mangoes. Top tips for how to use different mango varieties and why it’s important to buy Aussie were included in 44 publications two days before Christmas.
Perhaps the most important channel, digital, also saw great results in terms of news generation—with recipe and season coverage from lifestylefood.com.au, Best Recipes, body + soul, and delicious. com.au to name a few!
PRESS FARM FAMIL
During the season, we worked with 9Honey to produce content for their channels. John and Cassie Warren kindly hosted Jane, the journalist, on their farm in Gin Gin.
The resulting article titled ‘How to choose the perfect mango’ included details on the growing season and the different variety of mangoes available and at what time of year. The harvesting process is clearly explained within the feature and the video to accompany the piece. 9Honey reaches 3.5 million readers making it the biggest farm famil we’ve done. Once again, thank you John and Cassie for being fantastic hosts.
INFLUENCERS
From season start to finish, we sent lucky influencers fresh trays of mangoes, who collectively posted about Aussie Mangoes over 374 times. Thriving on Plants was the most prominent influencer, who shared her passionate love for the king of fruit with her 369,000 followers. After comedian Nazeem Hussain chose mangoes as his specialist subject on Celebrity Mastermind, we rewarded his fanatic dedication with a tray of late season varieties. Tess Begg also shared her love for mangoes to her 264,000 followers, as well as Healthy Eating Jo creating Mango and Toasted Coconut Cheesecake for her 188,000 fans. Collectively, the influencers used this season had a huge following of over 2.94 million—a 63% increase from last year.
DIGITAL
This year was all about giving consumers reasons and reminders to buy through our digital campaign. We focused on making sure the king of fruit was on as many screens as possible and introduced Instagram stories as a new format for the page. Up until January on Facebook, we had reached almost 3 million of our target audience through the Aussie Mangoes page. On Instagram, we reached 14.2 million! We post educating, inspiring and informative mango content on Facebook. com/aussiemangoes and Instagram at @aussiemangoes. Join in!
EVENTS
A new royal was crowned Brisbane Produce Market Annual Charity Mango Auction. Alexandra Catalano took home the season’s ‘first tray of mangoes’ and the coveted title of 2019 Mango Monarch thanks to a generous $25,000 winning bid. The event generated a huge 22 pieces of TV and radio coverage for Australian Mangoes. As the bidding began, The TODAY Show crossed live from the event on the day as well as covering the news the following Friday morning. The auction was also covered by the National Nine Morning News, 7 News Brisbane, Cairns, Townsville and Mackay and ABC radio Brisbane, Darwin and Southern Queensland.
The 8th annual Mess-tival took place on the first day of summer and crowds were drawn to celebrate the making of Mango Beach! The event was heavily pre promoted by the likes of Time Out, Mouth of Mums, Broadsheet and Wentworth Courier. Studio 10 went live on air ahead of the big day, also giving away the exclusive mango Budgie Smugglers! Mess-tival generated 30 pieces of news reaching 5.8 million consumers.
BUDGIE SMUGGLER COLLABORATION
Beaches in Australia got extra fruity this season with limited edition Budgie Smugglers. As well as the Studio 10 giveaway, we also ran an exclusive competition with Mouth of Mums, offering readers a chance to win their very own pair. On social media, our fans had their own chance to win the summers hottest swimwear—the competition was one of the most engaged with posts this season.
For further details contact Tate Connolly, Hort Innovation Marketing Manager:
P: 0427 145 642 E: tate.connolly@horticulture.com.au