Despite being exciting and sweet year-round, Pineapples are often associated with summer due to their exciting and sweet taste. Such perception creates a barrier to consumption and leads to impulsive purchases, with 69% of consumers deciding to buy pineapples at the point of purchase.

In order to address this perception, I developed and implemented the 'Endless Aussie Summer' campaign to enhance consumer awareness and encourage consumption across all seasons. The goal was to enhance consumer awareness about pineapple's seasonality and promote its versatility, health benefits, and overall wellbeing.

To kick off the campaign, we organised a captivating event at Sydney's Entertainment Quarter markets. Market-goers sampled a variety of pineapple-infused dishes, discovering exciting new ways to incorporate this fruit into their day-to-day. Australian Pineapples ambassador Martyna Angell (The Wholesome Cook) stole the show with two live cooking demonstrations, adding a touch of excitement to the event.

Inspired by Martyna's compelling content, we revamped Australian Pineapples' social media with new photography and recipes. The refreshed content was complemented by the hashtag #endlessaussiesummer and amplified via Facebook and Instagram ads ensuring maximum exposure and reach.

Our public relations campaign secured media attention with engaging press releases that coincided with the autumn harvest of pineapples. It adopted an 'always on' approach, actively seeking both proactive and reactive media opportunities throughout the season.

Results

• Two experiential events, EQ Markets and Bondi Farmers Market, leaving attendees with a lasting impression.

• Extensive coverage, with 227 features across social, print, and digital media platforms.

• Seven-page feature story on our campaign at Nourish Magazine

• Over 26 million people reached. Significantly expanding our influence and awareness about Pineapples seasonality.

Overall, the 'Endless Aussie Summer' campaign effectively educated consumers about the availability of pineapples beyond the summer season. Through creative events, engaging social media content, and strategic media engagement, we successfully established a lasting impact and inspired fresh consumption of this versatile fruit year-round.