Industry Advisory Committee Annual Report 2012/13 - Apple And Pear Australia Ltd Page 6
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32Apple and pear marketing program
Apple marketing
drives sales and help to secure the future
against imports.
With greater numbers of imports expected
to arrive in the country throughout 2013,
The 2012/13 campaign focused on the
Australian apple growers continued to let
path to purchase and driving habitual
consumers know what makes Australian
sales. Partnerships with the major retailers
apples better, and why they simply come
included co-branded advertising material
‘from a better place’.
and a range of activations in-store, through
to public relations activities at a series of
Throughout the 2012/13 year there was
events held at capital city royal shows.
strong consumer support of the new Aussie
Apples brand. In 2012, Aussie Apples aimed
The key objectives of the apple marketing
to capture the hearts and minds of grocery
program were:
buyers with children aged five to 17, and in
• Restrict the market share of imported
doing so, built a brand loyalty that will serve
apples to five per cent.
the industry for years to come.
• Maintain likelihood to choose apples with
In 2012/13, the focus shifted to why
the Aussie Apples logo above 70 per cent.
consumers of all ages should buy Aussie
• Awareness of Aussie Apples brand logo
Apples as a comparison to other snack
and/or sticker) at a minimum of 50 per
choices. One of the aims of the 2012/13
cent.
campaign was to maintain and grow the
Rediscover the Pear posters were placed outside of
• Increase number of Aussie Apples per
value of the product in terms of retail pricing.
supermarkets nationally
buying occasion from 10 to 12.
how consumers felt about pears and what
The Aussie Apples label
• Increase penetration and frequency of
communication strategies they felt were
the ‘bustling families’ category by one
The label has now been added to over
most effective. Information on varieties,
point.
2 billion apples sold to consumers. Growers
seasonality, testing for ripeness, storage
with customised labels have the opportunity
and preparation were included in the
• Increase penetration and frequency of
to redesign their label to include the Aussie
research. The results from the research
‘independent singles’ category by one
Apples brand. One of the major strengths of
were consistent and quite alarming. For
point.
industry is its strong national brand, which
most consumers, pears had become the
Reaching these targets will result in a
forgotten fruit. They were somewhat fighting
$10.6 million retail growth for the year.
with apples for the snack fruit dollar.
Using Nielsen Homescan and consumer
The 2012/13 campaign is a continuation
research benchmark data commissioned by
of the strategy that begun in 2009/10. The
Horticulture Australia Limited (HAL), it has
campaign has had positive feedback and
been ascertained that these objectives are
continues to move sales indicators in the
on track to be met or exceeded.
right direction. With a greater emphasis
The domestic program brings together the
on inspiration, the major change to the
supply chain as a whole through innovative
2012/13 campaign was the tightening
point-of-sale materials made exclusively
of the media schedule to focus on the
available to independent retailers, and
path to purchase, targeting the two core
supplied through wholesalers in the central
target markets of ‘young transitionals’ and
markets.
‘established couples’.
Pear marketing
The Australian Pears cookbook
Prior to 2009, pears relied on their
Close partnerships were made with the
health credentials, and in particular their
major retailers with co-branded advertising,
low Glyceamic Index rating to appeal to
in-store partnerships and the introduction
Australian consumers. A more effective
of tactics, such as the gift with purchase,
strategy was needed to position pears both
cookbook giveaway of Australian Pears with
in the fruit and the snack food category.
pear sales in Woolworths during May 2013.
Extensive consumer research has been
The refreshed brand image was further
Aussie Apples poster, displayed in greengrocers
conducted since and was used to uncover
expanded while retaining the ‘Rediscover
nationally
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