International Summerfruits Marketing Program – FY24

⁠⁠⁠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.

Hort Innovation is seeking a suitably qualified, experienced, and capable delivery partner for the project: International summerfruits marketing program - FY24 (SF23500).

The objective of the program is to support the Australian Summerfruit industry in key export markets and increase sales opportunities. Vietnam is key market for summerfruits and investment in the region will support awareness of the product in supermarkets across Ho Chi Minh City and Hanoi. Activities include:

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 and educate attendees about the different varieties and the premium nature of Australian Summerfruits.

Retail Support Program - The program will need to include five or more 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 retailer's 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.

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.