Multi-channel marketing campaign exceeds pre-launch goals with industry reaching new customers
A levy-funded apple marketing campaign developed by Hort Innovation has engaged new consumers as part of an effort to reignite excitement for apples as the go-to healthy snack for all Australians.
The campaign ran February to June 2023 and produced positive results for the industry reaching both new audiences and ‘new to brand’ customers who had not purchased apples in the previous 12 months.
The messaging throughout the campaign included phrases, ‘deliciousness in high definition,’ ‘enjoy every juicy detail,’ ‘refreshing to the core,’ ‘hit refresh on your senses’ and ‘craving crispy, sweet, bold or zingy?’
Advertisements were optimised with a new modernised logo and fresh audio and distributed across radio, YouTube, outdoor, shopper and social media.
Highlights of the campaign included outdoor promotions which performed well across metro and regional markets. Both exceeded campaign goals, reaching 6.5m consumers.
The radio campaign ran across four stations – 96FM, NOVA 96.9, KIIS 101.1 and Smooth FM – and successfully reached 5.2m consumers.
According to industry body Apple and Pear Australia, the Woolworths online retail media campaign performed extremely well. During the eight-week period more than 513,000 Everyday Rewards customers purchased apples, of which 26 per cent were ‘new to brand’ customers.
A 142 per cent increase in sales was recorded during the campaign compared with the pre-campaign period.
The Coles online retail media activity ran over 12 weeks in four separate bursts and during this period more than 132,000 new to brand customers purchased apples.