By: Alena Swinbourne
New HIA Marketing Manager for apples and pears, Alena Swinbourne, has hit the deck running and gives us a run down on the performance of the Aussie Apples and Australian Pears marketing campaigns and what we can look forward to next.
Aussie Apples research results
The study also acts as a consistent and valuable measure into tracking top line attitudes and awareness of fruit-purchasing consumers. The recent results of this research into the Aussie Apples creative campaign has provided some interesting results.
The Aussie Apples media campaign involved 577 installations nationally, these were 100 per cent digital on a mix of smart screens, atrium banners and shopalites – all located within the consumers’ path to purchase. The respondents were asked if they recalled seeing the ‘Refresh Yourself’ creative campaign where a young female takes a bite of an Aussie Apple followed by water rushing through her body implying that she is being refreshed.
Unfortunately only four per cent recalled seeing the advertisement. Moreover, this was a prompted ad recall where the participants are actually shown the image at the time of being questioned.
For the media spend and campaign length, the expected prompted ad recall would be approximately 20 to 25 per cent. Due to the low recall rate for the current Aussie Apples campaign, we decided to put the August activity on hold. Ikon, the media buyers, managed to negotiate a credit for the media spend allocated for that time giving us until March 2016 to use it, a fantastic outcome.
A new marketing direction
To tackle the development of the new strategic direction for both apples and pears, we are collaborating with key people within the industry seeking their thoughts and knowledge on the best way forward. There will be a couple of sessions held at the new APAL office, facilitated by Andrew Farmer, the transformation lead at HIA.
The first session held on 17 August was the design phase to identify the specific objectives for the workshop, which was subsequently held on 20-21 August. The group participating in the meetings includes:
- Scott Dunk, N&A Fruit Distributors
- Garry Parker, Managing Director, Jeftomson Orchards
- James Walters, CEO, Lenswood Co-op
- Scott Montague, National Business Manager, Montague Fresh
- Fiona Hall, Owner, Bonny Glen Fruits
- Owen Carter, Marketing Manager, Plunkett Orchards
- Andrew Scott, Owner, Scott Bros
- John Dollisson, CEO, APAL
- Olivia Tait, Market Development Manager, APAL
Please feel free to contact any of the attendees or myself if you have any suggestions or comments for the marketing of Aussie Apples.
More collaboration, more transparency
Meetings have also been set up with the category buyers at Coles, Woolworths and IGA and will also be arranged with ALDI to discuss the new marketing plan/direction after it is developed at the end of August. The aim is to develop stronger relationships with the key retailers and involve them in the marketing program to help increase sales in store.
This is an exciting time for apples and pears. Through collaboration, communication and greater transparency on activities being implemented, we should see a more effective campaign which is supported across the supply chain.
Watch this space for more updates on the next steps for Aussie Apples and Australian Pears.