Summerfruit campaign in Vietnam FY23

⁠⁠⁠Hort Innovation is a not-for-profit, grower-owned research and development corporation (RDC) for Australia’s $15.1 billion horticulture industry. Hort Innovation invests around $120 million in research and development (R&D) and marketing programs annually to provide benefit to industry and the wider community.

1. Season launch event concept: Invite local trade partners, importers, retailer buyers, industry media and local social media influencers to introduce the new ‘peaches and nectarines’ to festive season culinary plans. Additionally, to educate attendees about the different varieties and the premium nature of Australian summerfruits.
2. Retail support program: The program will need to include more than five retailer organisations, located in and around Ho Chi Minh City and Hanoi. The retail support program will feature activities such as in-store display, gift-with-purchase or voucher promotion (depending on the retailers’ preference), loyalty program, customised packaging, and marketing collaterals to boost sales. As part of the season launch, retailers will hand out leaflets about the produce or sampling activities if permitted under the current sanitary conditions.
3. Social media management: Develop a strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.