Taste the sunshine campaign shines brightly

Program overview

The objective of this season’s marketing program was to promote mangoes as an indulgent treat to enjoy regularly, through activities that provide inspiration, education, and connection to store.

With its luscious texture and sweet tropical flavour, a mango is a unique and indulgent eat. It’s also associated with nostalgia, imbued with sweet warmer month memories—so emotionally peeling open a mango can transport you to your happy place. And it’s only available for a limited season.

We wanted Australians to include mangoes in their weekly shopping basket. To achieve this, we needed to reframe mangoes as a convenient and regular treat, rather than just their go-to treat for special summer occasions.

Program activities

Across the marketing program, the key message was ‘taste the sunshine’ with Australian mangoes. With the sentiment being that with every delicious mouthful of mango, you’re tasting pure happiness, positive vibes, and all the glorious brightness of sunshine.

Program activities include online videos, public relations, social media, out of home advertising, and domestic and export retail marketing activity.  

Out of home advertising

The creative concept showed how eating a mango transports you to a world of good vibes, sunny nostalgia, and feelings of joy—the sweetest escape.

We used the silhouette of the iconic mango teardrop shape as a visual device to transport everyday Aussies to escape and taste the sunshine—a tropical, delicious, mango world.

The out of home advertising objective was to drive purchase intent on the path to purchase.

Results achieved:

  • We reached 78% of grocery buyers 25-54, at a frequency of 13 times.
  • The frequency achieved was more than double the target KPI of six.
  • Additional bonus panels were negotiated which increased the total media value by more than 21%.

Online videos

The objective of the online videos was to drive reach (number of people who see your content) and awareness across contextually relevant environments via YouTube and Teads media (an advertising platform). This saw Australian Mangoes feature on 7news.com.au, womensweeklyfood.com.au and newideafood.com.au.

We drove a total of 2.68 million impressions (number of times an advertisement or content has been displayed) exceeding the online video target KPI by 44%. The main contributor of the strong performance was leveraging the new efficient reach capability on YouTube, which selects the optimum asset (video) based on the user i.e., decides to air the 6 second or 15 second video, using prior learning.

Public relations

Our objective and strategy for public relations was to develop a public relations campaign that leveraged the start of the season and the first day of summer, to position mangoes as an escape and as an everyday accessible food, via earned media coverage.

As the season began to pick up momentum (in terms of volume) Aussie Mangoes partnered with Brisbane Produce Market’s Mango Auction, which was held online in mid-September 2021. The auction has now raised a cumulative total of $1 million for charity and achieved significant media coverage. Australian Mangoes also teamed up with industry and growers, including Jenko’s Mangoes to produce a fun film that featured the Jenkins’ family. Total coverage achieved more than 105 mentions across broadcast, print and online.  A fantastic result!

To celebrate the first day of summer, we developed the ultimate summer starter kit with everything consumers needed to taste the sunshine this season.

The program partnered with renowned summer influencers Lifeguard Trent Maxwell and Dominique Elissa to feature in a content shoot which displayed our kit — while announcing a competition offering Aussies a chance to win the kit alongside a summer’s supply of Aussie mangoes.

We again exceeded our target KPI, securing 33 pieces of coverage for public relations across TV, news, lifestyle, and radio media.

Social media

The Aussie mango season was activated on social media via three content pillars:

  1. Entertaining - Announcing key moments throughout the season and encouraging the consumption of mangoes where topically relevant (e.g., start of summer, long weekends)
  2. Educating - Highlighting different mango varieties, allowing us to give each its moment to shine. This content also promoted the flavour and health credentials of mangoes.
  3. Inspiring - Recipe content was used to inspire our audience to consume mangoes and try them in new and unique ways

Overall, the activity achieved 109,000 impressions (number of times an advertisement or content has been displayed), 5,000 engagements (people interacting with the social media content e.g., reactions such as likes, comments, or saves) and an engagement rate of 5.32%, exceeding the industry average of 1.41%.

What worked well:

  • Culturally relevant and timely content i.e., Valentine’s Day.
  • Recipes to provide usage inspiration.
  • Showcasing different varieties.
  • Competition to encourage engagement.
  • Short videos are an efficient way to deliver our brand message. The six second video performed better than the 15 second video, as short form video is favoured by Facebook algorithms.

Export Marketing Initiatives

This season we continued to promote Aussie Mangoes in key export markets; New Zealand, South Korea, USA, and Hong Kong, with the intention of building a stronger relationship between stakeholders and leveraging the quality an Australian mango has to offer.

Key activity:

  • New Zealand: 73 out of home advertising panels were displayed in close proximity to Countdown stores.
  • South Korea: Marketing activities included public relations, live commerce at Naver shopping live channel, a recipe video, a Manna Mall event (online fruit market) and home shopping promotion.
  • USA: Display store incentive program and shelf signage in-store with Giumarra, within Gelson’s supermarkets (Southern California supermarket chain).
  • Hong Kong: A social media advertising campaign achieved a strong result reaching 546,000 people.

Thanks to everyone that participated in this year’s marketing campaign, particularly to growers that put their hand up for media interviews, we couldn’t have achieved the fantastic results that we did without you.

For further information please contact Belinda Van Schaik, Marketing Manager, Hort Innovation: P: 0411 844 441 E: Belinda.VanSchaik@horticulture.com.au.

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