Hort Innovation has partnered with three influential nutritionists and health and food bloggers to help inspire the greater use of and purchase of apples across their wide audience of followers.
Working with health and food social ‘influencers’ – people with a high profile who write, talk or otherwise communicate, particularly across social media – extends the reach of Hort Innovation’s marketing work to the large audiences interested in listening to them.
Hort Innovation partnered with nutritionist Jessica Sepel, and health and food bloggers Leah Itsines and Amy Whiteford to create content that highlights snacking, food trends and health. The three have a high profile among Aussie Apple’s key target audiences of millennials and mums.
This jointly-created content was then shared through Jessica, Leah and Amy’s own channels to reach their extended and engaged audience and also pitched to traditional media outlets to drive wider coverage.
The Aussie Apples public relations strategy aims to give Australians a stronger reason to buy more apples by educating them on the fruit’s health benefits and inspiring regular snacking.
Jessica Sepel is a leading nutritionist and one of Australia’s most well-known health influencers. She has a strong media pull, especially in the health and wellness space, with an Instagram following of almost 200,000. She has created a delicious Apple, Pecan and Date Muffin with Caramel Sauce recipe that she has published on her Instagram. This recipe has also been picked up by Body+Soul and shared across their Facebook and Instagram accounts.
Amy is a recipe developer, food blogger and mum of two. She creates and shares family-friendly recipes and food tips and tricks, all of which are relatable to the everyday mum. She has a Facebook following of over 90,000, and her own website, healthylittlefoodies.com, where she shares content. Her recipe for apple waffles has been featured by Nine Kitchen, and also on her pages online, Facebook and Instagram.
Hort Innovation has again worked with nutritionist Dr Joanna McMillan to review the latest research on apples and health and share her findings with media. Dr Joanna McMillan is a qualified nutrition scientist, and as one of Australia’s favourite and most trusted health and wellbeing experts, is highly influential as a communicator.
In a media release capturing Joanna’s take on peeling apples – Four reasons you should never peel an apple – she summarised recent research regarding the benefits of eating apples with the skin on.
Several studies published in the past year have highlighted the wide-ranging health benefits of apple polyphenols – a large group of natural, plant chemicals that are more concentrated in the apple skin.
In the release Joanna said:
“Apples are full of nutritional goodness, and apple polyphenols are becoming the stand-out compound that holds the key to many of the fruit’s health benefits. The latest science has found apple polyphenols may have a role to play in weight loss and stopping the growth of cancer cells. Emerging research also shows they may even slow the progression of Osteoarthritis.
Like green tea and blueberries, apples are rich in polyphenols. The polyphenols are found in both the white flesh and the skin of apples. However, there are two and a half times as many antioxidants, including polyphenols, in the apple skin.
So crunching on a juicy apple, skin and all, could actually be the healthiest way to eat this super fruit.”
This work is part of Hort Innovation’s broader public relations campaign to promote apples as a healthy snack alternative.