Apple and pear marketing update Jun/Jul 2017

Responsible for managing the industry’s levy-funded marketing initiatives, Hort Innovation has provided an update on the latest activity that’s helping Aussie consumers connect with (and eat) Australian apples and pears.

Get Your Crunch On with Aussie Apples

For Aussie Apples, a robust national marketing campaign is underway using a mix of channels to promote the industry’s new Get Your Crunch On creative and messaging. The campaign is all about encouraging mindful snacking, positioning apples as the go-to healthy snack, building varietal relevance, and generally growing the apple category.

Aussie Apples ads on TV

Newly created television ads launched in the week of 26 March 2017, with 30-second spots placed in two very popular shows, Channel 7’s My Kitchen Rules and Channel 9’s Married At First Sight, in every metro market. To further build on this, in the first part of April advertising slots were also purchased in other strongly rated shows including Jamie’s Super Foods and two programs very popular with the Aussie Apples target audience (grocery buyers aged 25 to 54): House Husbands and This is Us.

A still from the Aussie Apples ad that has aired across major stations and shows Australia-wide.

A still from the Aussie Apples ad that has aired across major stations and shows Australia-wide.

Aussie Apples performed very well on TV through April. In metro markets the ads reached between 37 and 46 per cent of the entire target audience in each area, with regional markets performing just as strongly. The key to this success was avoiding the slow TV period over the Easter weeks, commencing 23 and 30 April, and advertising through cinema during this time instead.

School holidays targeted at the movies

As school kids and their parents flocked to the cinemas over the Easter school holidays, Aussie Apples were front and centre – with ads screening ahead of the highest-grossing title of 2017, Beauty and the Beast, as well as in the previews of other high-grossing titles. This activity took place in over 50 cinemas.

The on-screen activity was also supported by advertising on 100 digital panels placed strategically in cinema lobbies, driving further exposure to the campaign.

Netball partnership continues to deliver

Courtside Aussie Apples Get Your Crunch On banners (both digital and static) and television advertising are all part of the exciting partnership arrangements with Netball Australia. Games five and six of this season also saw promotional activities at the games, with brand ambassadors handing out apples to the audience and engaging fans with the Get Your Crunch On messaging.

Digital display boards featured ‘Get your Crunch on’ Aussie Apples advertising to compliment in-cinema advertising in April and May.

Digital display boards featured ‘Get your Crunch on’ Aussie Apples advertising to complement in-cinema advertising in April and May.

In other netball news, Netball Australia ambassadors have now been secured to help drive the Aussie Apples campaign. Players Paige Hadley and Caitlin Thwaites will feature in a feel-good piece of video content and a follow-up media campaign, while Kerry Leech, the Netball Australia dietitian, will work with Aussie Apples dietitian Dr Joanna McMillan to develop a Healthy Eating Program.

Pearfect approach for Australian Pears

The industry’s Australian Pears campaign continues to gain momentum, with a range of channels bringing health messaging and inspiration to Aussie consumers. Hort Innovation’s efforts for the industry include out-of-home advertising, editorial advertising in the Fitness First magazine, digital advertising via mobile phones, plus myfoodbook activity.

Promotions for Australian Pears have featured across numerous outlets including the Fitness First gym magazine where the health benefits of pears were shard next to a pear smoothie recipe.

Promotions for Australian Pears have featured across numerous outlets including the Fitness First magazine where the health benefits of pears were shared next to a pear smoothie recipe.

Targeted marketing in gyms

Australian Pears is now advertising across 263 gyms and 659 digital screens nationwide. Mirror and door decals have also been placed in 20 of the busiest gyms in Australia, featuring the Healthy Choice Smoothie advertising (which positions pear-based smoothies as ‘The pearfect end to the perfect workout’).

The gym locations were picked based on their proximity to food grocers and major retailers, and are reaching in excess of 600,000 people of the campaign’s core audience per week. It’s exciting to see new activity for Australian Pears ramping up in this way.

Further ‘fitsperation’ in print

A double-page spread in the May edition of the Fitness First magazine – which reaches 116,000 people – has further showcased Australian Pears to health enthusiasts. This involved a full-page ad placed alongside an editorial piece explaining how Australian Pears assist in maintaining good stomach health.

Targeted mobile content

The campaign’s out-of-home activity is being complemented by digital activity that makes use of existing Australian Pears Myfoodbook content, and targets people who are on their mobile phones while at the gym. This involves using a phone’s location to deliver relevant messaging via high-impact mobile ads – with over 800,000 of the core audience viewing pears messaging across key lifestyle, technology and news sites.

Myfoodbook activity

Australian Pears continues the partnership with Myfoodbook that yielded successful results in 2016. The Myfoodbook recipe and cookbook community (www.myfoodbook.com.au) has some 200,000 subscribers, with the website viewed by 2.8 million people each month – giving pears huge exposure.

Australian Pears recipes have recently been updated and now cover consumer favourites across baking, snacks and salads. These recipes are hosted on Myfoodbook and also at www.rediscoverthepear.com.au.

In April a Grilled Pear, Rocket and Prosciutto Salad recipe achieved a particularly strong result, being shared more than 100 times and viewed more than 2,300 times.

Want more?

Look out for further marketing updates in Australian Fruitgrower and other industry channels, including Hort Innovation’s quarterly levy update, Hortlink (accessible from www.horticulture.com.au/grower-focus/apple-and-pear).

Acknowledgement

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 (mark.spees@horticulture.com.au, 0439 574 173) with any questions relating to the program or levy-funded R&D.

About the Author:

Hort Innovation is the nation’s horticulture rural research and development corporation, responsible for investing grower levies and Australian Government contributions into initiatives to improve growers’ productivity and profitability, and ensure the long-term sustainability of horticulture industries.
mark.spees@horticulture.com.au
0439 574 173