Mid-year marketing update – Aussie Apples

By Luke Westley

Author: Luke Westley Apple and Pear Marketing Manager, HIA 02 8295 2375 luke.westley@horticulture.com.au

Author:
Luke Westley
Apple and Pear Marketing Manager, HIA
02 8295 2375
luke.westley@horticulture.com.au

Australians have started to refresh themselves in droves with Aussie Apples in 2015, thanks to a range of activations in market to launch the campaign. This is the first year of a new five year strategy for Aussie Apples focussing on the theme ‘Refresh Yourself’.

Run for the Kids

Celebrating its 10th year on Sunday 22nd March, Run for the Kids raises money for the Good Friday Appeal supporting the Royal Children’s Hospital. Over 35,000 people ran and as they crossed the finish line they refreshed themselves after the gruelling 15km run with Aussie Apples, as part of the recovery zone. This is the first year of Aussie Apples’ partnership with the event and marks the beginning of a new strategy to support community running festivals which will evolve over time to include misters throughout the course and of course refreshing Aussie Apples at the end.

Sydney Royal Easter Show

A super-sized Aussie Apples banner in Indooroopilly Shopping Centre showcasing the Refresh Yourself campaign.

A super-sized Aussie Apples banner in Indooroopilly Shopping Centre showcasing the Refresh Yourself campaign.

Royal Shows never fail to be a hit for Aussie Apples, and as always the Aussie Apples stand was an oasis for a healthy, value for money snack with the famous $1 Aussie Apple Slinkies a massive hit. While overall crowds were down on previous years, 2.5 tonnes of fruit were slinkied and over 2,000 litres of pure Aussie Apple juice was sold from Summer Snow. Almost $10,000 was raised for Bowel Cancer Australia through the Aussie Apples stand at the Sydney Royal Easter Show.

Take to the Turf

Continuing our partnership with the NRL that commenced four years ago, the activity shifted this year to encourage fans to get active with Aussie Apples. In a rare opportunity fans were able to take to the turf of Allianz Stadium following the Sydney Roosters versus Canberra Raiders match on Sunday 5th April. Over 500 Aussie Apples’ footballs were available for fans to kick on the same playing surface their NRL heroes just played on. This activation will be repeated throughout the season at varying stadiums.

Healthy Cats

Harry Taylor, an AFL player with the Geelong Cats, helping promote Aussie Apples.

Harry Taylor, an AFL player with the Geelong Cats, helping promote Aussie Apples.

The first year of Aussie Apples’ partnership with the AFL was launched with a Healthy Cats cook book distributed to primary schools throughout Victoria. Each AFL club has the opportunity to undertake an Aussie Apples activity which varies between a Take to the Turf activity and encouraging healthier snacking with Aussie Apples. With AFL players as ambassadors this is a great opportunity to encourage AFL fans to refresh themselves by packing an Aussie Apple to snack on for the big game each week.

In-market media

As part of the path to purchase strategy to ensure Aussie Apples are top of mind on the way into the shops, Aussie Apples launched a new digital, animated version of the ‘Refresh Yourself’ campaign.

Grower Advisory Panel

On Monday 11th May, a broad group of growers attended a Grower Advisory Panel at HIA. This group undertook a workshop looking at a range of factors to provide advice to the domestic annual marketing plan for 2015/16. The day was extremely informative and gave some good insight and advice to the HIA marketing team in forming the plans. The group included Fiona Hall, James Ryan, Scott Montague, Chris Fairless, Owen Carter, Jimmy Kalafatis, Nicole Giblett, Rohan Gilmour, James Walters, Scott Dunk and John Dollisson.

By |June 26th, 2015|Hort Innovation apple and pear marketing|

About the Author:

Luke was the Marketing Manager for Apples and Pears, Horticulture Innovation Australia, from 2011 to 2014.