With a lovely array of new season apples available in shops, Hort Innovation’s marketing team has been busy making sure consumers are reminded to Get Their Crunch On… Marketing Manager Olivia Grey reports on the latest apple marketing activity, timed to coincide with the availability of new season apples.
Apples – TV
With most varieties of new season apples available in stores, the first burst of television activity for the Aussie Apples ‘Get your crunch on’ campaign launched on 29 April 2018 with 30 second and 15 second spots in both metro and regional markets, as well as subscription TV.
To ensure strong reach, the Aussie Apples TV commercial will be featured in a variety of peak high rating programs including Masterchef, The Voice and various news programs.
In 2018, Aussie Apples will be on TV for eight weeks of the year. With four weeks on air at the height of the apple season and another four weeks on air in the second half of the year, it will ensure that apples have strong visibility throughout the year.
Apples – Digital media
The Aussie Apples digital campaign commenced on 1 April 2018. The activity commenced before the first TV burst due to the school holidays, which is a period where TV viewership is traditionally down.
The Aussie Apples TV commercial has featured in key online sites, including a number of catch up TV networks (9now, 10play and plus7), along with premium placements on news and entertainment sites.
The first 4 weeks of the campaign have delivered over 300,000 views, with a video completion rate of 88.21 per cent and a viewability rate of 89.88 per cent, well above the industry benchmark of 70 per cent for each measure.
These great results can be attributed to the performance of catch up tv, with the Aussie Apples TV commercial being placed in popular shows like Bachelor in Paradise and My Kitchen Rules. We were also able to be amongst the Commonwealth Games.
These industry marketing initiatives are managed by Hort Innovation and are funded by the apple and pear marketing levy. This content has been prepared by the Hort Innovation apple and pear team, with growers welcome to contact Relationship Manager Mark Spees (firstname.lastname@example.org, 0439 574 173) with any questions relating to the program or levy-funded R&D.