In 2022 we worked to raise awareness of the Australian Kensington Pride mango season in October and November, well before most consumers think of Aussie mangoes.
In order to prove the delicious sweet flavour of Kensington Pride mangoes harvested out of Darwin, Katherine, Mareeba and Townsville we worked with more than 78 journalists and 107 key influencers to create buzz around the variety at the exact time that our client’s fruit was in Aussie supermarkets. This led to a plethora of social media content generation, both through partnerships and organic outreaches reaching more than 2M consumers.
From an editorial perspective, the integrated campaign also led to a full page editorial spread in the Herald Sun, Daily Telegraph, Courier Mail and The Advertiser, coverage in The Sunday Age and Sun Herald’s Sunday Life, as well as a full page interview in Coles magazine together with a string of radio interviews and magazine features.
We also implemented a sophisticated digital advertising campaign that paralleled the peak season timings, reaching 6M shoppers with the simple message that delicious Aussie grown Kensington Pride mangoes were now in-store, enticing them to run to the shops!
This was supported by a comprehensive social media management strategy that incorporated organic still and video content creation, the repurposing of user generated content as well as authentic community management in order to play to the nostalgia of Australia’s favourite mango.
Overall the fully integrated campaign across media, social media, advertising and influencer engagement reached more than 27M consumers and secured almost a million bucks worth of editorial value across print, broadcast and online.
