Challenge
Australian summer stonefruit growers needed to boost demand for their produce especially during peak season when consumer excitement wanes. Crossman Communications worked closely with Horticulture Australia Limited to develop a strategic 360 degree communications campaign, taking a fresh approach and using a range of channels and touch points, to get Australians of all ages eating local peaches, nectarines, plums and apricots.
Sharp Thinking
To highlight the launch of the season and encourage consumers and media alike to get stuck in to summer stonefruit, Crossman developed a comprehensive media kit which was pitched and chased to media across all platforms along with grower interviews and stories. The team also arranged fruit drops to top tier food media and bloggers and coordinated a series of live weather crosses from an orchard in Cobram with Channel Nine’s TODAY Show.
To further drive demand during peak season, Crossman enlisted model and TV presenter, Rachael Finch, who has widespread appeal with younger generations and promotes healthy living, to develop delicious new recipes and a summer workout video with exercise tips which were also placed in print and digital trade and consumer media nationwide.
High profile promotions, including a national newspaper competition to win an exclusive lunch with Rachael, added depth and frequency to the campaign and a shopping centre tour in Sydney at the height of the season gave consumers
the chance to go one-onone with the ‘100% dribbilicious’ ambassador.
Following Crossman’s recommendation, the industry agreed to increase its investment in social media. We developed a comprehensive content and engagement strategy across Twitter and Facebook designed to generate and drive positive conversations throughout the season and encourage purchase. Here, opportunities to amplify the campaign’s key messages were leveraged through targeted interaction with consumers, the program ambassador, key media, bloggers, chefs and dieticians across both platforms.
Brilliant Results
501 pieces of media coverage, more than 200 over target
128 million pairs of eyes reached
1200 followers on Twitter
100 retweets, 1500 link clicks and 130 direct mentions on Twitter
22,000 new Facebook likers, smashing the target by over 140 per cent with 12.3k reach per post
34,603 post likes, 2,774 comments and 2750 shares on Facebook from October to March
2.2 million Facebook users reached and 16.5 million impressions
