The 2017 mango season is underway!! As the weather warms, the markets are fast becoming excited about the upcoming mango season as are consumers.
Our initial three year marketing plan is now complete and the mango industry has much to celebrate. Over the past three years we have united in our quest to deliver a mango experience that meets and exceeds consumer expectations and in doing so we have significantly changed the value and importance of the mango category.
It has been an exciting and productive three years for Australian Mangoes. Since the current marketing campaign launched in the 2014/15 season, mangoes have been kept at the top of consumers’ minds from the beginning to the end of each season through public relations (PR), events and social media.
Each year, Australian Mangoes sends influencers or journalists on familiarisations (famils) to mango farms, allowing the individual to spend time with growers and learn about the industry....
‘Shoot to Thrill’, those were the words Anthony Huckstep used to headline his article in the March edition of delicious Magazine...
On 4 December 2016 – the first weekend of summer – Bondi was struck by mango madness as mango lovers from around Australia descended on the famous beach to celebrate all things mango at the annual Mango Mess-tival (Mess-tival)!
Australia celebrated the first weekend of summer and a diverse group of mango growers left farms across the country to take to Sydney streets and experience all the energy, excitement, and exhilaration of a mango season in its peak!
This year is set to be Aussie Mangoes’ biggest season yet, with a campaign for the mango emoji kicking off this month (September). The campaign will invite social media influencers and Aussie mango lovers alike to advocate for the inclusion of a mango emoji alongside the other fruits and vegetables we see used in everyday social media communication.
Falling in love is a passionate affair and so it is with Australians and their mangoes. Depending on the season anywhere between 45% to 60% of Australian households will engage in the mango category.
The 2015-2016 season’s public relations and social media activity drew to a close in April, allowing us the opportunity to reflect on the season that was.