The levy-funded Hailstorm Heroes marketing campaign for hail-affected apples and pears and Freshmax’s Every bite a masterpiece™ campaign for Modi® apples are both in the running for a prestigious fresh produce and floral industries marketing award to be announced at Hort Connections 2019.
Campaign managers for the two campaigns – Hort Innovation’s Apple and Pear Marketing Manager Olivia Grey and Freshmax’s Sona Padman – are among the five finalists for the PMA-Produce Plus Marketer of the Year Award (MOYA) 2019.
The other finalists are:
- Zespri’s Australian sales and marketing team for the Zespri SunGold kiwifruit campaign
- Cecilia Flores Paez from T&G Global for the Orchard Road brand launch campaign
- The Costa Avocado Team for the Lovacado launch campaign.
The Hailstorm Heroes campaign was developed to highlight the good eating quality of South Australian apple and pears despite superficial blemishes incurred in major hailstorms early in the growing season in 2018.
The industry-led initiative was delivered by Hort Innovation, under the guidance of Olivia Grey, using the Apple and Pear Fund, with assistance from retailers, the Apple and Pear Growers Association of SA (APGASA), Primary Industries and Regions SA, and Brand South Australia.
South Australian growers facing the loss of 50 to 70 per cent of their income were keen to assure consumers that a few spots on the skin of the fruit did not affect the texture or flavour in any way. Blemished fruit which would otherwise have to be sold for juice was marketed under the Hailstorm Heroes banner with the message “A few spots on the outside, still delicious inside” and SA consumers were encouraged to support great-tasting locally-produced fruit.
The campaign was well supported by national and local retailers and SA customers. Coles, Foodland, IGA, and some greengrocers participated in the campaign and Woolworths included Hailstorm Heroes fruit as part of its Odd Bunch range.
Now in its eighth year, each entry to the MOYA award was assessed on how compelling the campaign was, its unique features, how appropriate the marketing tools were to the product and target audience, how well it was targeted at the particular market segment, and evidence of its success.
Sam Clayfield, Events and Marketing Manager of PMA A-NZ said the quality of entries to the award had been very high.
“We were blown away by the high-quality nominations,” he said. “It’s testament to the many great marketing campaigns happening across our industry highlighting everything that’s great about fruit and vegetables.”
A report on the five finalists will feature in the upcoming Winter 2019 edition of Produce Plus, with the finalists also showcasing their campaigns on the trade show floor at Hort Connections in Melbourne on 26 June.
The winner of the 2019 PMA-Produce Plus Marketer of the Year Award will be announced at the Hort Connections Gala Dinner later that evening.
Hort Innovation is a not-for-profit, industry-owned organisation that delivers more than $100 million in research, development and marketing activities on behalf of growers each year. Hort Innovation is managing the Hailstorm Heroes apples marketing campaign.