Season launch activity kicked off in September (which was covered in the last edition of Mango Matters). Following this we have had some great results across our marketing activity.
An Australian Mangoes digital video launched in October via 6 and 15 second videos featuring a mango suspended within a blue, beachy oasis portal, cut from a sandy wall. The mango is plucked and enjoyed within the tropical setting, depicting mangoes as a glorious ‘taste of sunshine’. The video, alongside out of home display advertising on retail screens near Woolworths and Coles stores, will remind consumers to pick up an Aussie mango.
After a successful season launch, our second public relations push, focused on media outreach aligned with the first day of summer and a partnership with Trent Maxwell and Dominique Elissa. Trent is a professional lifeguard on Bondi Beach, while Dominque is a social media influencer.
As part of media outreach a photoshoot was staged with Trent and Dominque in a tropical paradise enjoying the delicious taste of Australian Mangoes. Interviews with AMIA, CEO, Brett Kelly and local growers were also offered and have been aired across radio and print in both metro and regional areas nationally.
Some PR highlights have included pieces in The Daily Telegraph, The Australian, Herald Sun, Courier Mail and The Advertiser to name a few. A piece in the Townsville Bulletin, which features Brad Bowen from Sandy Cove Mango Plantation and AMIA, CEO, Brett Kelly. As well as radio interviews on Star FM and 4CA and television interviews on WIN TV. Online coverage has included 7news.com.au and a feature across Eativity, a food news publisher.
Total coverage to date is 33 pieces reaching over 23.2 million people.
Social Media – Facebook and Instagram
Australian Mangoes introduced the season across social media during September. The start of season post received a total of 251 likes, 33 comments and 11 shares across both Facebook and Instagram. Our social media strategy is an ‘always on’ approach, meaning we will be posting regularly across Facebook and Instagram to continuously remind consumers of the great taste of Australian Mangoes.
Australian Mangoes social media have highlighted different varieties, aiming to boost awareness and knowledge of the varieties while they are in season.
To celebrate the first day of summer, a social media competition went live across Australian Mangoes social media channels, Facebook, and Instagram, leveraging Australian Mangoes program talent partner Trent Maxwell. The competition encouraged consumers to share their summer plans for the chance to win an Australian Mango prize pack consisting of summer essentials (a supply of Australian Mangoes, a cooler bag, a beach towel, and a beach umbrella).
For further information please contact Belinda Van Schaik, Marketing Manager, Hort Innovation:
P: 0411 844 441 E: Belinda.VanSchaik@horticulture.com.au.