Marketing

The “100% Dribbilicious” campaign was a 2013 Australian marketing initiative launched by Horticulture Australia to promote summer stonefruit, specifically peaches, nectarines, plums, and apricots. Fronted by model and television presenter Rachael Finch, the campaign highlighted the fruit’s juiciness and health benefits for the new year.

Key details of the campaign included:

• Goal: To encourage Australians to eat fresh, local stonefruit.
• Focus: An online and social media campaign highlighting the “dribble” factor of fresh, juicy fruit.
• Ambassador: Rachael Finch, who promoted the fruit as part of a healthy, active lifestyle.
• Promotion: The campaign included a competition for a chance to win lunch with Rachael Finch in Sydney.
• Collateral: Promotional materials, including recipe booklets and posters, were created for the initiative.
• Scope: The campaign, often associated with “Aussie Summer Stonefruit” (now often under “Now! In Season”), aimed to educate consumers on nutritional benefits and seasonality.

Australian Summer Stonefruit Ambassador Rachael Finch’s Summer Work-out

Regular exercise combined with a healthy eating plan comprising plenty of local in-season fruit and vegetables including fresh peaches, nectarines, plums and apricots can help you stay healthy and happy this summer. Aussie summer stonefruit lover, Rachael Finch shows you how to get a ‘100% Dribbilicious’ beach bod with a short 20 minute full body workout to help you stay in great shape this summer. Best of all, you don’t need gym equipment. You can perform these exercises three to five times each week at the beach, park or in the comfort of your own home.

Each season, summerfruit levy funds are invested in marketing activity that builds awareness, drives consumption and supports growers across the country. This section is where we publish the end of campaign reports for that work. Every report covers the strategy behind the campaign, the channels and partners used, the audience reached, the value delivered against spend, and the recommendations carried into the following season. New reports are added each year as campaigns wrap.

SEDA AUS Summerfruit Campaign, 2021/22

Campaign: AUS Summerfruit

Lead: SEDA (Summerfruit Export Development Alliance)

Period: 2021/22 season

Channels: Paid and organic social media, paid and organic influencers, print, point of sale

Total reach: 2.2 million

Total media value: $281,211 (against $63,211 paid spend)

Author: Anika Dobbie, February 2022

The 2021/22 AUS Summerfruit campaign was Year 1 of a three year strategy to lift Australian consumer awareness of summerfruit, increase consumption, shorten the time between repeat purchases, and put growers and growing regions in front of shoppers. Year 1 was deliberately about laying the foundations: building social channels from scratch, producing the first portfolio of grower content, and partnering with trusted print media to reach a national audience at scale.

Activity ran across paid and organic social media on Facebook and Instagram (under the new @AUSummerfruit handles), paid and organic influencer partnerships, a print partnership with The Australian Women’s Weekly, and a point of sale poster run distributed to retailers. Twelve growers were featured across the campaign, with a weekly grower spotlight published throughout the season. Engagement rates of 27 per cent on Facebook and 11 per cent on Instagram sat well above category benchmarks, and grower stories were viewed more than 719,000 times across organic and paid social.

The Australian Women’s Weekly partnership delivered strongly above the original proposal, with four free editorial mentions, a full page back cover spread, and a front cover and double page recipe feature, reaching an audience of more than 1.4 million per month. Across all channels, the campaign reached 2.2 million Australians and returned $281,211 in total media value against $63,211 in paid spend, a return of approximately 4.5 to 1 before counting in store point of sale.

The report closes with recommendations for Year 2: maintain social momentum out of season, layer in a health ambassador or organic influencer push earlier, partner with a larger digital media provider to access better targeting and footfall attribution, and develop a consumer facing website to house grower stories, recipes and video. Several of those recommendations have since shaped the SAL website you are reading now.

Marketing is one of the most visible ways the summerfruit levy works for industry. It puts Australian peaches, nectarines, plums and apricots in front of shoppers, retailers and food media at the right moment in the season, and it builds long-term recognition for the category and the growers behind it.

We publish each campaign report in full because levy investment should be transparent. Growers, retailers, government and industry partners can see exactly what was delivered, how it performed, and what we learned. Year on year, these reports also build a picture of what works for Australian summerfruit marketing and where the next opportunities sit.

If you are new to summerfruit marketing, the reports are written so you can follow them without an advertising background. Headline numbers, audience reach and total value are summarised at the front of each report, with detail on each channel, paid and organic activity, and recommendations sitting underneath.