Green light for annual marketing plans

New research-based understandings have informed the annual marketing investment plans for apples and pears.

Hort Innovation’s annual marketing investment plans for apples and pears for the 2023–24 financial year have been endorsed by the Apple and Pear Marketing Fund Strategic Investment Advisory Panel (SIAP). 

The annual investment plans have been developed by the Hort Innovation marketing department and are framed by the respective F23–25 marketing strategies. Hort Innovation Head of Consumer Marketing, Gillian Reilly, said the latest plans had also been informed by new insights and learnings over the past 12 months. 

“The plans are cognisant of the impact of adverse weather events and, therefore, reduced levy funds, and reflect and respond to subsequent changed industry needs,” Gillian said. 

Apples: a go-to healthy snack

Reigniting excitement for apples as the go-to healthy snack for all Australians remains the core vision of the marketing plan for apples which will be based around two strategic pillars: boost the desire for apples; and surprise and delight at the point of purchase. 

Under the first pillar, the successful Hit Refresh campaign will continue nationally, involving social media, YouTube videos and radio campaigns.  

Consumers will be encouraged to try different apple varieties instore depending on the sensory experience they are craving.

Under the second pillar, the current quality education and merchandising program for store produce staff being conducted by Strikeforce will be expanded, targeting 1,500 stores across the nation. Activities will deliver better apple experiences through quality assurance and shelf presentation, removing visual barriers to purchasing. 

An apple sampling campaign will be undertaken between August and October this year, targeting 400 stores across the country. The key objective of this program will be to expand consumers’ knowledge about the range of apple varieties available, and generate a genuine excitement around apple purchase and consumption. 

A retail media campaign targeting online shoppers will be rolled out, and the annual marketing plan also involves export co-promotion from April to June 2024, targeting importers, wholesalers and retailers. 

The annual marketing plan for apples has been informed by new research-based insights and understandings, including: 

• Consumer satisfaction climbed in 2022. 
• Around 30 per cent of shoppers consider apples value for money (similar level to alternative fruits). 
• Online purchasing is a strength for apples. 
• Apples are purchased by 87 per cent of households, on average every three weeks. 
• Of all fruit, apples have the second highest buyer penetration (behind bananas). 
• There has been a slight loss of buyers, but purchase quantities remain stable. 
• There has been some shift towards imperfect fruit, possibly driven by price.  

Pears: a versatile fruit

The annual marketing investment plan for pears comprises three pillars: drive awareness and trial (involving instore sampling); inspire and educate instore and online (quality education and merchandising); and grow pear exports (supporting exporters with a focus on Singapore, Canada and New Zealand). 

Under pillar one, the instore sampling program across 200 stores will remind consumers about the versatility of pears, and will educate them on how to use, choose and store at all stages of ripeness. Hort Innovation Brand Manager, Victoria Zourkas, said enhancing the eating experience would be the goal of this program, which will also highlight the diverse ways of using pears at all stages of ripeness to avoid waste. 

“The inspire and educate instore and online activities from March to June 2024 will involve delivery of better pear experiences through quality assurance and shelf presentation and improving shoppers’ perceptions of quality through better display appearances,” Victoria said.  

The instore sampling program will remind consumers about the versatility of pears, and will educate them on how to use, choose and store pears at all stages of ripeness.

This will also by supported with boosted social media and influencer activity which will run from May to September 2023 and again from March to June 2024. 

Export co-promotion from April to June 2024 will target importers, wholesalers and retailers, aiming to achieve volume growth in existing export markets by more than 10 per cent. 

The annual marketing plan for pears has been informed by new research-based understandings including: 

• 59 per cent of households purchase pears, on average every four weeks – pears are looked upon as the ‘forgotten fruit’ as they aren’t considered a fruit bowl staple.  
• There has been a small decline in household penetration, but purchase volume remains stable. 
• The overall trend in consumer satisfaction is positive, with one in two buyers reporting strong satisfaction. 
• Around 30 per cent of shoppers agree that pears are value for money. 
• 22 per cent of Australian households will consider purchasing pears in the next seven days. 

This article was first published in the Winter 2023 edition of AFG.