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Hort Innovation and Thinkerbell ink three-year deal to boost Aussie fruit, nut and veg


Hort Innovation has upped the ante on its decades of championing Aussie horticulture, today inking a three-year strategic partnership with multi-award-winning agency, Thinkerbell.

Australian advertising and creative powerhouse, Thinkerbell is renowned for its blend of marketing sciences and ‘hardcore’ creativity, and won the contract through a competitive pitch process.

Aimed at driving growth in consumption behaviours for the $16.3B horticulture sector, the agency will deliver innovative multi-platform grower-funded marketing campaigns for 24 different produce categories including Australian Bananas, Aussie Apples, Australian Avocados and more.

Hort Innovation chief executive Brett Fifield said the agreement, made in consultation with industry, will deliver maximum value for Australian growers and ensure our quality local produce gets the spotlight like never before.

“The current challenging landscape for Australian growers demands innovation and adaptability,” he said.

“Through this collaboration, we will deliver campaigns that not only promote local produce but also serve as a strong support for our hardworking Australian growers.”

This approach aligns with the Rural Research and Development Corporation’s new direction, set through its company strategy which identifies accelerating local and global demand as a key priority.

Apple and Pear Australia Ltd CEO Phil Turnbull said the organisation was impressed with what it had seen so far from Thinkerbell, and looked forward to seeing what is to come.

“We are excited by this new direction,” Phil Turnbull said. “Built on a clever campaign strategy with strong creative executions, we hope this new campaign will shift the dial for the apple and pear industry and attract consumer attention in the snack foods category.”

Thinkerbell chief executive Margie Reid said the partnership marks another exciting chapter for Thinkerbell following the agency’s award win as B&T Advertising and PR Agency of The Year.

“As the team dives into supporting Aussie growers through Hort Innovation, we are eager to showcase our ‘Measured Magic’ proposition which uniquely combines marketing science and creativity, to deliver marketing solutions with real business outcomes.

Reid said she is excited about the value Thinkerbell can bring to the horticulture sector.

“Through our evidence-based approach, we will change behaviour and build market share for Hort Innovation’s suite of Australian produce both locally and globally.

“We are passionate about creating highly effective work that taps into culture, to not only resonate with the Australian audience, but also ensure that every dollar invested returns maximum value to growers and the industry at large.”

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