The ‘finish with passion’ campaign showcased how Aussie passionfruit can transform an ordinary dish into something special by simply adding a splash of natural and tangy passionfruit, whilst promoting seasonality, selection, storage and handling tips.
The campaign sought to inspire food media, influencers and consumers to use passionfruit in new ways using the ‘finish with passion’ theme. Passionfruit images, recipes, ideas and other content were shared across magazines, newspapers and websites. Coverage highlights included passionfruit pieces in The Sydney Morning Herald, The Age, The Gold Coast Bulletin, The Weekly Times, Taste.com.au, The Queensland Times and across the 20 titles in the Newslocal publication group. A feature article was also included in the February edition of Nourish magazine, which has a national reach of 175,000.
With a focus on ‘Finishing with Passion’, the Facebook content included many mouth-watering recipes, photos and ideas where passionfruit was the star. The first of the campaign videos created from the recipe shoot (described above) was shared on the Facebook page. It showed how a simple passionfruit sauce could be used to complete a range of delicious dishes, including Eton mess, tropical churros and fruit toast. The video reached over 24,500 people and was shared 75 times.
Other popular activity on the page included a video profile of grower Kaye Ziser at her farm on the Sunshine Coast, Queensland. Celebrating the summer season and connecting consumers to the production of fresh food, the video reached some 14,400 people and was shared 68 times.
On Instagram, Aussie Passionfruit followers are particluarly interested in sweet recipes and healthy usage ideas. Mouthwatering close-ups of passionfruit paired with seasonal information and tips performed particularly well on this channel.
To drive fan numbers, during December and January a competition ran encouraging Instagram users to share their favourite ways to finish a dish with passionfruit. Weekly winners received a hamper of fresh passionfruit, with over 75 high-calibre entries coming in, and helping spread passionfruit recipes and imagery on the channel.
194 pieces of media and social media coverage generating a total reach of 12,815,097
Of those clip results, 76% of the pieces included messages about the seasonality of passionfruit, 65% included usage tips and 29% included messages about the health properties of passionfruit.
What is a media clip?
A media clip refers to a single article, editorial mention or social media piece which includes information, a recipe or a photo created as a result of the PR and Social Media campaigns carried out by the Hort Innovation team.
What is reach and how is it calculated?
In the application of statistics to advertising and media analysis, reach refers to the total number of different people exposed, at least once, to a message during a given period. It is calculated by looking at the readership of each medium the message is shown in and adding those together across each piece of coverage.
Passionfruit joined forces with Persimmons and Custard Apples to offer a sampling experience at the Sydney Royal Easter which attracted over 922,000 over a 14 day period, the highest attendance level since 2004. As part of the tropical fruits exhibit, Aussie Passionfruit enjoyed a great position right inside the main entrance of the Woolworth’s Pavilion – the busiest pavilion at the show. Samples of passionfruit were handed out together with a passionfruit recipe brochure, while brand ambassadors communicated key messages to consumers.