Aussie Apples 2014 marketing update

Luke Westley-web

Blog author: Mr Luke Westley
Marketing Manager – Apples, Pears & Sultanas 
Horticulture Australia Limited
02 8295 2375 luke.westley@horticulture.com.au

Mr Luke Westley, Marketing Manager – Apples, Pears and Sultanas, HAL, provides an update on the 2014 Aussie Apples marketing campaign.

Aussie Apples teams up with Mr Peabody & Sherman movie

Each year Aussie Apples teams up with Metcash to deliver a movie promotion exclusive to IGA and Supa IGA stores to drive pre-pack sales.

Marketing - peabody - web

The Mr Peabody and Sherman promotion of Aussie Apples saw pre-pack sales increase 79% increase with no drop in loose sales.

The entry process is simple – customers are invited to purchase a 1 kg pack of Aussie Apples and text the unique code contained inside the pack to go in the draw. Each year the promotion grows bigger and bigger.

What was a partnership with Universal Pictures and The Lorax and Despicable Me 2 in 2012 and 2013, respectively, has extended this year to Fox and the somewhat untested brand of Mr Peabody and Sherman.

The results were simply outstanding. For a total levy investment of $42,000, we saw an increase of 79% in pre pack units sold and an increase in retail sales of almost $1 million across the 4 weeks. There was also no decline in loose sales, meaning the promotion drove extra pre-pack sales.

This promotion has become one that consumers look for, but also one that Metcash loves.

Movie promotions are an inexpensive way to associate the Aussie Apples brand with blockbuster brands while driving crucial sales growth. This will be tested again with the Aussie Apples Bonanza in July, in partnership with the new movie, The Boxtrolls.

Percent difference between 2013 and 2014 pre-pack sales
QLD 50.26%
NSW 68.68%
SA 81.81%
WA 216.51%
Victoria 98.74%
Total 78.93%

 

Royal Shows catch Aussie Apple fever

Marketing Syd show - Aussie Apples display-web

The Aussie Apples display at the Sydney Royal Easter show before the visitor deluge.

The Aussie Apples stand has become a staple of the capital city royal shows. While the ‘Royal Gala’ might have been more at home with a visit from the Duke and Duchess of Cambridge, it was Pink Lady™, ‘Granny Smith’ and Jazz™ that stole the Sydney Royal Easter Show.

The Royal Show provides an opportunity to not only educate consumers about Aussie Apples but also provide a healthy, value for money snack. This year’s stand proudly supported Bowel Cancer Australia.

“Our charity has a strong link to apples – our logo is an apple and we promote the importance of a healthy diet including fruit,” says Julien Wiggins, CEO of Bowel Cancer Australia. “More specifically, research has found red apples can protect against a specific type of bowel cancer.”

“We really appreciate the support of Aussie Apples as well as the opportunities the partnership has provided us. The Show is just another example of that, which is in addition to Red Aussie Apple Month every June.”

This year, the stand saw 3 ton of Aussie Apples turned into the exciting Aussie Apple slinkies and over 3,000 litres of Summer Snow Juice sold by the cup. This is one the best results seen for this stand.

While the Sydney Royal Easter Show is done for another year, it will be Brisbane, Adelaide, Melbourne and Perth’s turn next. Having growers and members of industry on the stand makes a big impact on consumers, so if you can spare a few hours, please join in!

Marketing - red aussie apple month - web

June is Red Aussie Apple Month where participants are encouraged to eat a red apple every day.

Royal Show Dates 2014

  • Ekka (Brisbane): 8–17 August
  • Royal Adelaide Show: 6–14 September
  • Royal Melbourne Show: 20 September – 1 October
  • Royal Perth Show: 22 September – 4 October

 

 

 

 

By |May 7th, 2014|Marketing|

About the Author:

APAL is an industry representative body and not-for-profit membership organisation that supports Australia’s commercial apple and pear growers.