A consumer campaign focused on generating interest among new market segments and industry leaders in Germany has served the Australian macadamia industry well this season.
Developed and delivered by the industry’s peak body, the Australian Macadamia Society (AMS), the campaign’s Facebook fan-count hit 21,000 in May, exceeding the key performance indicator for the year.
“This is the result of an ongoing commitment to quality content creation, with our community continually engaged with posts that tell the many layers of the macadamia message,” the AMS said in statement.
The German Facebook page includes recipe suggestions, product reviews of macadamia products and even a video of a koala receiving a belly rub.
The campaign has also strengthened alliances with top German chefs and restaurants via the creation of bespoke macadamia recipes.
In May AMS partnered with high profile German restaurant Küchenfreunde, supplying them with macadamias from KERNenergie, a prominent German macadamia brand. The chefs at Küchenfreunde then came up with a recipe for butterscotch and macadamia pudding with a liquid chocolate core. The recipe was unveiled on AMS’ German blog, along with an article introducing the Küchenfreunde team.
The recipe and article both generated strong interest and together received over 9,000 page views. The tie-up was also promoted via two posts on AMS’ Facebook page, with one post taking appetite appeal to new heights via a looped video of the macadamia and butterscotch sauce being spooned over the pudding.