Berries Australia moves away from single category marketing and launches campaign under one umbrella
In an industry-first, berry growers across Australia have joined forces to encourage shoppers to put more berries in their baskets.
The collaboration, delivered through Hort Innovation and led by Berries Australia, will see blueberries, raspberries, blackberries and strawberries all promoted under one ‘berry basket’ banner.
Hort Innovation chief executive Brett Fifield said the campaign aims to promote berry purchases both individually, and together.
“Aussies love berries, and this campaign celebrates that while helping local growers raise the profile of their produce,” he said.
“Research shows that consumers who purchase all four berries make up almost 50 per cent of the total category spend, and that a whole-of-category approach lifts sales across all berry types.
The collaboration will use social media and influencers to highlight the standout features of berries including key health benefits. The campaign will also run a 30 second commercial to showcase the taste appeal as well as out-of-home advertising, online retail activation and more.
Berries Australia executive director Rachel Mackenzie said the berry categories working together makes sense for the industry and has been shown to work overseas.
“Bringing all four berry categories into a cohesive campaign will allow us to talk to the Australian consumer throughout the year, with the right berry, at the right time for our growers,” Mackenzie said.
“This approach holds great appeal for berry levy payers, as many of them grow more than one type of berry and single berry marketing runs the risk of cannibalising other berry sales.”