Berry growers across Australia have joined forces to encourage Aussie shoppers to put more berries in their baskets. Delivered through Hort Innovation and led by Berries Australia, the collaboration will see blueberries, raspberries, blackberries, and strawberries all promoted under a ‘berry basket’ banner.
Brett Fifield, CEO of Hort Innovation said the aim is to promote buying all berries individually, and together. He says “Research shows that consumers who purchase all four berries make up almost 50 percent of the total category spend, and that a whole-of-category approach lifts sales across all berry types."
“This new collaboration not only leverages these insights but also gives berry growers more bang for their buck when it comes to their investment in promoting their delicious produce.”
The collaboration will use social media and influencers to highlight the standout features of berries and a 30-second commercial.
Activities seek to lift awareness of berries and aim to ensure that they remain on consumers’ minds throughout the year through a mix of video content, social media, out-of-home advertising, online retail activation, and more.
Berries Australia executive director, Rachel Mackenzie, says the berry categories working together makes sense for the industry and has been shown to work overseas. She says that "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 cannibalizing other berry sales.” She also adds that “the campaign will be flexible to allow for peak supply periods for each berry.”
"The latest in consumer data on berries shows that: berries are our most loved fruit, with 64 per cent of Aussie shoppers describing berries as something they love to eat.
Aussies see the top benefits of berries as ‘health’, ‘easy to eat’, ‘delicious’ and ‘colorful’."
For more information:
Horticulture Information Australia Limited
www.horticulture.com.au
