For the 2020/21 season, we’re pitching mangoes as a spring/summer essential since it’s something consumers simply cannot be seen without. The campaign reinforces that Australian Mangoes are #ThisSeasonsMustHave and brings a little spruce of fashion to the world of Mangoes. It’s a playful way for our creative to cut through the noise of the fresh aisle and make mangoes stand out amongst the intense competition.
The campaign theme is designed to be different and stand out amongst other products hence the ‘This Season’s Must Have’ message will feature at every possible touchpoint across press office, social media and digital advertising. This strategy was developed in line with the overarching Mango Strategic Investment Plan. You can also learn more about the 2020/21 marketing strategy by watching the recording of our marketing webinar from September 2020, available here.
For further information on previous PR/Marketing activity see our Mango Matters web page or contact Hort Innovation Marketing Manager, Tate Connolly.
M: 0427 145 642