TomatoesNZ invested in a new fresh tomato promotional campaign to remind kiwis to enjoy tomatoes during the peak of the summer season, from mid-November to the end of February, whilst supply was plentiful.
A series of rotating ads were used on Facebook and interactive stories on Instagram under a new “NZ Tomatoes” handle. The social media-based campaign’s objective was to increase the frequency of purchase by encouraging shoppers to add tomatoes to their weekly shopping basket. The plan involved providing recipes, inspiration, and nutritional facts to remind consumers of reasons to purchase fresh tomatoes.
"To enhance our social media campaign, we also teamed up with 5+ A Day to use their extensive social media and publicity channels to promote fresh tomatoes. The team targeted younger kiwis on Instagram to encourage them to eat tomatoes. They also used a handful of influencers to create and share recipes and inspiration with their large audiences using top-quality tomatoes kindly arranged by NZ Hothouse. The tomato influencer promotion reached over 370,000 people with 3,100 engagements (which is people that react to the content with likes and comments), whilst 5+ A Day’s Facebook posts had over 5000 engagements", says TomatoesNZ.
Four short, sharp fun tomato promotional videos were developed, along with a series of thirty catchy images for use on social media, websites and marketing campaigns. Growers can share these with their customers, friends and marketers. The images are available on our website under the Promotion tab, and TomatoesNZ can send you the videos – please get in touch and share these widely.