Australian Truss Tomatoes

COSTA GROUP, FLAVORITE & PERFECTION FRESH

‘VINE RIPENED. HAND PICKED. NEVER

BETTERED.'

Creative

Digital Placement

taste.com.au – sponsored gallery

Digital Placement

news.com.au

theage.com.au

smh.com.au

news sites Facebook & Instagram sponsored posts

Digital Placement

lovemysalad.com.au

Craig Perring

HORTICULTURE INNOVATION AUSTRALIA

The Success of ‘The Secret Serve’

The Marketing Challenge

Onions, are a very mature category, having plateaued

(consumption and production) over the last 10 years

In 2016 Hort. Innovation and Onions Australia set out

to return the onions category to growth.

The Insight

Onions are purchased regularly by the majority of

Australians. But in 2015, sales were declining slightly

across the broad range of age/family status of our

shoppers. When we data-mined, ‘Small Scale Families’ (1-

2kids aged 4-12yrs) were purchasing fewer, less often than

other groups, with no obvious reason why.

We needed to focus here to

arrest the declining trend

and future proof our sales.

Campaign Objectives

Bring ‘Small Scale Families’ consumption of onions into line with their general consumption of vegetables, increasing Australia’s total household consumption by 1%, or 2,400 tonnes:

o Increase share of total onions to over 10%;

o Increase average spend per occasion to $2 and weight of purchase to $5 (preference for bagged over loose onions);

o Increase frequency of purchase to 3 per month.

The ‘Small Scale Family’

• Parents 32-45yrs, of children aged 4-12yrs, both working.

• Mum is still the main grocery buyer and meal preparer in 94% of target households.

• Shopping habits changing from weekly shop to multi-day per week shop ‘quick grab for dinner’ with larger shop on weekend.

• Least disposable income of all family types

• Likely to only spend time together for one meal per day.

• Boys are more picky eaters and eat fewer veggies; 57% chance they don’t get the 4.5 servings of veggies per day they need.

The Tipping Point

Research shows, Children (4-12 years) are actually

predisposed to dislike the bitter flavour and crunchy texture

of onions.

Parents, reluctant to prepare separate meals simply stop

purchasing and eating onions – potentially for up to 8 years!

The Aim

Move the meal preparers, and ultimately 4-12 year old kids, along the acceptance path from a passive to an active state.

Increasing sales, productivity and profitability.

KIDSREJECTORS-UNAWARE EATERS-ACCEPTORS-REQUESTORS

(KIDS ACTIVATION)

MUMINDIFFERENCE-TRIAL-REPERTOIRE-ADVOCATE

(SHARE VIA WOM)

The ‘Secret Serve’ Snapshot

INSIGHT

Children 4-12 are predisposed to dislike the taste of raw onions. Their parents want to avoid making multiple meals, so when their kids decide they don’t like onions, the whole household stops eating them in family meals.

STRATEGY

Help parents prepare onions for their kids in ways that won’t be rejected, so the whole household can continue to enjoy onions at family meal times.

MESSAGE

Prepared right, onions are an easy way to give your kids an extra serve of veg.

CAMPAIGN

The secret serve

The Secret Serve Snapshot...

Brand Strategy: Pick your battles (a win in the kitchen)

Brand Promise: Prepared the right way, onions can become a reliable and hassle free serving of veg for your children’s mealtime

Reason to believe: the meals you enjoy are easy, and ensures your children get a serve of veggies without a struggle

Benefit: Well nourished kids without the nightly argument

Strategic Validation

“Prepared the right way, onions can become a reliable and hassle free serving of veg…”

A poll confirmed our insight - 96% agreed that with the right preparation, parents could serve onions to their children in ways that make it more likely the kids will enjoy them

Our strategy would be to equip parents with the knowledge and tools to serve onions to their kids:“Onions are a versatile, delicious, nutritious ‘secret serving’ of veg you can add to/hide in any meal. And they won’t even know it!”

Creative Campaign

National in-store collaboration to sample meals, receive a 7-day recipe mini-brochure and go online to find hints/tips/tricks and health info.

Using Key Influencers & Social Media

Busy mums are online 24/7 looking for inspiration and practical ways to fuel and manage their family.

We built a ‘Secret Serve Society’ engaging key influencers for further exposure, shared hints/tips/recipes through Instagram/Facebook from grass-roots nutritionists and mums-alike, to spread the word and get people thinking about and using onions more.

Results

An increase in Small Scale Familiespurchasing more onions, more often and in larger quantities; with the latter exceeding campaign goals by 300%!

Over 19,300 Facebook followers in a 2 month period and 49.3% of website traffic is returning “customers” showing strong recall and desire for our content.

Conversion rate of 35% average from sample to purchase in-store over from 994 in-store demos to date

Prompted recall of the campaign and message is consistently c.18% exceeding industry averages of 5%.

ROI of 4.64 to date!

Thank you

Matt Stillwell

COMPAC

‘SPECTRIM LAUNCH’

Spectrim – See it to believe itA snapshot of the marketing campaign

By: Matt Stillwell

Corporate Ken Marketing Mary Packhouse Pete Grower Gary

Target audience (Personas)

See it to believe it

Blogs Press releases Social media Newsletter

Call to actions

See it to believe it

Landing pages Behind the Scenes video

Tour a packhouse

Book a demo Contact me

Call-to-actions

Automated email

Customer into promoter

Case studies

Customer collateral

The Zespri Sales & Marketing Team

represented by Janice Byrnes

ZESPRI

‘GO FOR GOLD’

Zespri’s ‘Go For Gold’ SunGold Kiwifruit

campaign

ZESPRI’S ‘GO FOR GOLD” CAMPAIGN

AIMED TO DRIVE MASS AWARENESS & TRIAL

OF ZESPRI SUNGOLD KIWIFRUIT

Play Video

Record Zespri SunGold Kiwifruit

sales, up 75% on 2015!

Significantly higher claimed

weekly consumption amongst

those who saw the campaign

The highest brand awareness

Zespri had ever recorded in

Australia was achieved in post

campaign research

Zespri’s proprietary SunGold

Kiwifruit helped drive sales growth

for total NZ Kiwifruit Exports to

Australia, benefiting our NZ

Kiwifruit growers

ZESPRI’S GOLD RECORD RESULTS

Thank you to all of Zespri’s agencies, suppliers,

service providers & customers who helped us ‘Go

For Gold’ in Australia last year

THANK YOU FROM THE ZESPRI TEAM

Thank you

Julian Carbone & the Lenswood Apples marketing team

LENSWOOD APPLES

‘ROCKIT APPLES’

2016 Rockit Apple Campaign Summary

Rockit® Apple

• Brand new apple variety

• Targeting the FMCG grab‘n’ go market

• Small, sweet, crisp

• Comes exclusively in a snack pack

• Grown in SA, TAS and QLD

• Available through most Woolworths and leading greengrocers

• Backed up with a significant national marketing campaign

• Partner in a global brand

“I love Rockit® apples because they’re an easy snack to take when you’re on the go”- 2016 customer feedback via Australian Facebook Rockit page

2016 AUS Summary

• Nearly 70,000 tubes sold

• Marketed in SA, NSW and QLD

• Campaign consisted of:– Tasting Australia launch

– Retail store displays

– Point of Sale material

– Radio and social media engagement

– In-store tasting demos

– Competitions

– Street crew activations / school visits

– Purchase of the Rockitmobile

• Independent consumer market research and store management feedback undertaken at the end of the campaign

Tasting Australia

• Used as a launch-pad for Rockit®

• Tastings sampled

• Received a boost of 1,000 Facebook likes during the event period

• Engaged with local celebrity chef visits - Simon Bryant, Callum Hann, Ragini Dey and Chong Liew

• “Healthy selfie” competition launched

• Sydney competition launched

Radio & Social Media

• Radio advertising across SA and NSW

• Radio ads also repeated on social media

• Social media consisted on regular competitions, photos and updates

• High level of grower and customer interaction

• Consistent growth in likes/followers

• Facebook followers confirmed as our target market

Similar FB pages # likes so far

Aussie Apples 73,039

Montague 8,904

Rockit Taiwan 8,395

Rockit Australia 5,534

Jazz 4,381

Rockit Vietnam 3,026

Rockit New Zealand 2,986

Batlow 2,070

Lenswood Apples 1,950

Kanzi 1,786

Competitions

• Regular consumer competitions

• Major prize – trip to Sydney

• Minor prizes – pre paid credit cards

• Watch‘n answer-style competitions

• Q&A-style competitions

• “Healthy selfie” competition

• 6 competitions held in total

• Around 2,000 entries total

Target market

Competitions

Displays/POS

• Displays ranged from:– standard box display

– large box display

– free-standing plastic unit display

– mega display

• Company visited most retail outlets and assisted with the execution and merchandising of POS material

• Strong correlation between size of display and store sales

• Size of display was at the stores discretion

• Working in with the stores ongoing marketing strategy/space/rotation

Large free standing tube display (extra large)

Standard box display

Large free standing curved display (extra large)

Large box display

Mega display

Mega display

Field Activations

Market Research

• Independent market research undertaken with SA & NSW shoppers and retail store management

• Consumer brand awareness of Rockit® higher than Envy, level with Kanzi

• 14% had heard of Rockit®(seen in store, word of mouth, Facebook, radio, demos)

• 23% recall seeing Rockit®(when shown an image)

• 11% had purchased Rockit®

• 90% would repurchase

• Stores sales were level with/above expectations

• Store demos, POS and supplier assistance were rated good

• Stores were largely unaware of radio and social media advertising

Positive words that come to mind when thinking

about Rockit

Negative words that come to mind when thinking

about Rockit

Original target market

New “broader” target market

Increase Distribution

Increase Demand

Increase Exposure

Increase Grower

Satisfaction

2017 Strategic Pillars

2017 Snapshot

• Approx 700,000 tubes (up from 70,000)

• 650 stores (up from 110 stores)

• April – October campaign period (simultaneous launch)

• Strategic focus on NSW and VIC, less on SA

• Continue – radio campaign, store demos, school visits, fixed store displays, social media campaign, consumer competitions, Adelaide Show

• NEW – Royal Sydney Easter Show, Royal Melbourne Show, Adelaide Zoo visits, partnership with BUPA healthy community events, Mothers Day Classic, Hort Connections conference, casual staff merchandisers and street crew activations at train stations in Sydney