APAL has developed a new pear campaign that encompasses two Hailstorm Heroes pear characters to help promote fruit that may have been superficially affected during two hailstorms in Victoria last year when the pears were growing.
Between November and December 2015, APAL managed a range of short-term marketing projects whilst Horticulture Australia Innovation Ltd (Hort Innovation) secured a new dedicated person to manage the apple and pear marketing program. During that time APAL developed a full pear campaign targeting the following key message pillars: health and nutrition; snacking; versatility; product attributes; and provenance. The campaign comes to life with pear characters who each tell a story.
In addition to the core campaign, APAL developed two unique characters, Guru Pear and Battler Pear that are part of our Hailstorm Heroes team. These characters aim to tell the story of the hail storms that hit the Goulburn Valley and encourage customers to buy hail-affected fruit. All the creative work has been completed under APAL’s management and shared with pear growers in the Goulburn Valley.
Hort Innovation has now appointed Lisa Troy as the new Marketing Manager for apples and pears and the execution of this campaign now sits with Horticulture Innovation Australia Ltd. APAL is still available for media interview about the Hailstorm Heroes pear campaign and can provide graphics on request.
This work was funded by Horticulture Innovation Australia Ltd using the apple and pear industry levy funds from growers and matching funds from the Australian Government.