MOYA 2023 preview

The finalists for the IFPA-Produce Plus Marketer of the Year Award (MOYA), sponsored by Seeka, will showcase their innovative campaigns at Hort Connections 2023 on 6 June.

From 11:00am, the three finalists will offer first-hand insights into their marketing approaches and the strategies that underpinned their highly visible and effective campaigns.

The session takes place on the Trade Show Floor – Exhibition East Halls (FGH) at the Adelaide Convention Centre.

The winner of the 2023 IFPA-Produce Plus Marketer of the Year Award will be announced as part of the Horticulture Awards for Excellence, being held at the Hort Connections Gala Dinner on 7 June.

In no particular order, the finalists for MOYA 2023 are:

Zespri International, ‘Crazy Tasty’ campaign:

Zespri’s marketing team identified an opportunity to grow household penetration for gold kiwifruit in the Australian market. In order to inspire non-users to try Zespri SunGold kiwifruit, the marketing team developed the ‘Crazy Tasty’ campaign, which promoted the unique taste profile of the fruit.

MOYA judges were impressed by the way the integrated campaign harnessed high-reaching channels such as TV, online video and social media. It was also brought to life through activations across major supermarkets and independent stores to drive awareness and purchase of Zespri SunGold kiwifruit.

Evidence submitted as part of the entry showed that Australian household penetration for SunGold increased 7.3 per cent in 2022, compared to 2021, while overall volume sales increased 2 per cent.

Belinda Van Schaik of Hort Innovation, ‘Australian Mangoes’ campaign:

Led by Hort Innovation’s Belinda Van Schaik, Australian Mangoes was tasked with developing an engaging and disruptive national brand campaign that elicited behaviour change, as measured through an increase in the number of Australian households purchasing mangoes over the 2022/23 season, versus the season prior.

Communication touchpoints included out-of-home panels on the path to purchase, online video, public relations, social media advertising and retail media.

MOYA judges were impressed by how the campaign built and maintained consumer anticipation for the mango season, with ‘The wait is over’ messaging and a ‘Taste the sunshine’ call to action.

Supported by NielsenIQ data, the entry showed 59.4 per cent of households purchased mangoes over the 52 weeks to 26 February 2023, an increase of 2.7 per cent on the previous corresponding period.

Red Rich Fruits & Manbulloo, led by Erin Hart, ‘Kensington Pride Mangoes’ campaign:

In 2022, Red Rich Fruits and Manbulloo embarked on a mission to not only promote Kensington Pride mangoes but also develop a test case highlighting the value of a grower-led marketing campaign for the variety.

Led by Red Rich Fruits’ Erin Hart, the ‘Kensington Pride Mangoes’ campaign established a cohesive and highly visible brand identity, which was used to communicate the unique eating experience offered by Kensington Pride.

MOYA judges were impressed by the way the campaign leveraged the power of human storytelling, along with the initiative the two companies took to develop a grower-driven approach to marketing a public variety.