Multichannel marketing campaign exceeds pre-launch goals and industry gains new customers
Tax-funded apple marketing campaign developed by Hort Innovation attracts new consumers as part of efforts to reignite excitement about apples as a go-to healthy snack for all Australians did.
The campaign ran from February to June 2023 and delivered positive results for the industry by reaching both new viewers and “brand new” customers who had not purchased an apple in the previous 12 months. .
Messages throughout the campaign include 'Delicious in high definition', 'Enjoy every juicy detail', 'Refresh to the core', 'Refresh the senses' and 'Crispy, sweet, bold or exciting'. It included phrases like “Are you looking for something?''
The ads were optimized with a modernized new logo and fresh audio and were distributed across radio, YouTube, outdoor, shoppers, and social media.
Campaign highlights included outdoor promotions, which performed well across metropolitan and regional markets. Both exceeded campaign goals, reaching 6.5 million consumers.
The radio campaign was carried out across four stations: 96FM, NOVA 96.9, KIIS 101.1 and Smooth FM and successfully reached 5.2 million consumers.
According to industry body Apple and Pear Australia, Woolworths' online retail media campaign has been very successful. During the eight-week period, more than 513,000 Everyday His Rewards customers purchased Apples, of which 26% were “new to the brand” customers.
During the campaign period, a 142% increase in sales was recorded compared to pre-campaign sales.
Kohl's online retail media activity was conducted in four parts over 12 weeks, during which more than 132,000 new brand customers purchased apples.
