Summerfruit Promotion Report Dec 2020 - Jan 2021
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Summerfruit Promotion Report Dec 2020 – Jan 2021
Summerfruit Promotion NZ Summerfruit promotions started in December and ran throughout January. Beautiful Summerfruit was included in our Christmas Influencers campaign: Create a Healthy Christmas Brunch. The combined reach for this campaign equated to over 1.7 million, a PR value of $255,750 and an advertising value of $85,250. New Summerfruit recipes were developed and shared across @5adaynz social media platforms and our consumer website www.5aday.co.nz. A plum giveaway was posted and gained great engagement with Kiwis. Fresh NZ Summerfruit is promoted to children through the Fruit in Schools initiative and our sponsorship of the What Now television show. United Fresh platforms of Linkedin and FMCG were leveraged to further promote Summerfruit.
Christmas Promotion
New Zealand summerfruit were sent
to social media influencers as part
of our ‘Create a healthy Christmas
Brunch’ promotion. Influencers
created unique dishes and shared
the creations on their social media
platforms with great results.
The Results
Social media Online
POSTS FROM Voxy.co.nz
PARTNERS
Fresh.co.nz
45 Scoop
REACH
1,756,644
ENGAGEMENTS
2,261
AD VALUE
$85,250
PR VALUE
$255,750
Summerfruit on What Now
Christmas Promotion Influencer Posts
Facebook – @5adaynz
The largest social network
We shared and promoted
with over 3.2 million active new photos and recipes,
Kiwi users – Facebook is our hub serving suggestions and
for fresh inspiration and recipes nutrition information related
for our 49,500 followers. to New Zealand summerfruit.
Summerfruit
REACH ENGAGEMENT
44,845 2,820
Twitter – @5adaynz
We use Twitter to provide
The premier social hub for short, sharp messages and
news and entertainment with facts relating to fruit and
330 million active users – vegetables. We also direct
We have over 1,400 followers our followers to our website
where they can access
on Twitter.
recipes featuring
summerfruit.
Summerfruit
IMPRESSIONS ENGAGEMENT
6,680 144
Instagram – @5adaynz
Instagram is the fastest growing social
network and currently has 1 billion DID YOU KNOW?
global users, 1.5m of them in 70% of Instagram users
check Instagram at
New Zealand. We share original
least once a day.
photos and videos to over 9,700
fans so they can keep life fresh.
Summerfruit
POSTS STORIES
REACH REACH
19,068 2,187
ENGAGEMENT IMPRESSIONS
1,030 2,188
IMPRESSIONS
20,927
Pinterest – @5adaynz
Pinterest has 250 million active We shared our summerfruit
users worldwide. Our Pinterest recipes with our Pinterest
page is a forum for our fruit and community. These recipes
vegetable fans to pin our fresh are also available for
Pinterest users searching
seasonal recipes. We have over
for summerfruit.
2,100 followers.
Summerfruit
CAMPAIGN AUDIENCE IMPRESSIONS
6.5k 10.5k
United Fresh Platforms
United Fresh supports the 5+ A Day Charitable Trust
on business-to-business platforms which strengthens
the consumer-facing work 5+ A Day carries out.
LinkedIn – United Fresh
New Zealand Incorporated
LinkedIn is the social network for professionals
with over 2.2 million users in NZ. It provides
United Fresh with an avenue to connect
with the produce industry & wider business
community. We have over 700 followers.
[ fresh produce ]
BEST IN SEASON
All new season summer berries including raspberries, enzyme stops producing any more flavour. To avoid
blueberries, blackberries and boysenberries will be this, do not refrigerate tomatoes.
FMCG
abundant from November. Strawberries have been
available since September and will continue to be Strawberries
plentiful in the lead up to Christmas and beyond. Strawberries are in season now and hit an intense
New Zealand Navel oranges tail off in December peak in mid-November/early-December. Consumer
but high Brix, Valencia oranges (which have demand for them skyrockets at this time too, so
excellence juice content) become available. ensure you keep a good, fresh supply during peak
In the New Year, sweetcorn season begins and this season, especially in the week before Christmas.
popular vegetable is around for a short window from What to look for: Choose bright red, plump
January to April. strawberries with fresh green leaves. They don’t
continue to ripen after they are picked so what you
Potatoes see is what you get.
NZ summerfruit featured
Potatoes are grown and harvested year- Storage/handling: Strawberries are highly
round and in New Zealand around perishable and need to be handled very carefully.
525,000 tonnes or 3 billion potatoes They should be displayed under refrigeration where
are grown annually. They are one possible, unless you are moving large volumes and
of our most popular vegetables and re-stocking regularly.
in the November/December
make a significant contribution
to Kiwi diets due to their valuable Summerfruit
nutrition status and accessibility to the Superb New Zealand
population in terms of cost. summerfruit,
edition of the FMCG magazine,
What to look for: Look for clean, including
smooth, firm-textured potatoes with no apricots, peaches,
cuts, bruises, discoloration or sprouting. nectarines, plums
Storage/handling: Store potatoes in a cool, and highly seasonal
dark, dry and well-ventilated location. cherries all begin
in print and online.
to become available
Tomatoes in December. The
Tomatoes are in the same category as majority of fruit
potatoes when it comes to popularity and comes from just two regions – the Hawkes Bay and
annual household spend. Prices are higher in Central Otago and growers in these areas are under
winter and begin to fall in spring, with lowest pressure to manage harvesting well in order to deal
prices available over the summer months. with the huge volumes of fruit.
Consumers can be persuaded to buy multiple What to look for: Select fruit that is fragrant,
pack types and varieties to accommodate plump, unblemished and unbruised. Unlike other
individual preferences if they are merchandised well. summerfruit, cherries do not continue to ripen once
What to look for: Tomatoes should be plump and harvested. They should be firm, heavy for their size
heavy with smooth skins and no soft spots. Offer a with good colouration, glossy skins and fresh stems.
range of varieties as there are plenty to choose from Storage/handling: Summerfruit is incredibly
including cherry, Roma, heirloom, vine and plum. delicate and needs to be handled carefully and
Storage/handling: Tomatoes produce a flavour correctly. All summerfruit can be stored at 00C and
enzyme as they ripen and if they are refrigerated the all except cherries can be displayed between 10-180C.
Cherries should be kept refrigerated even when
“STRAWBERRIES displayed. To view a comprehensive guide on
how to handle and store summerfruit visit
ARE HIGHLY https://www.summerfruitnz.co.nz/publications/
PERISHABLE
AND NEED TO
BE HANDLED Join us on
VERY
CAREFULLY.” www.unitedfresh.co.nz
14 FMCG BUSINESS - NOVEMBER/DECEMBER 2020
The 5+ A Day Charitable Trust, PO Box 66047, Beach Haven, Auckland 0749
Ph: 09 480 5057 Web: www.5aday.co.nz
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