What’s new for ABC

After a successful winter campaign for 'A Better Choice!', works for a Spring campaign are already in progress and set to commence late September.

In Victoria, the 'Shop Local to Veg In This Winter' campaign hit our radios with full force and achieved a high digital presence. Shopping at your local greengrocer and independent supermarket for delicious home-cooked dinners, was heard on Victoria's most popular radio stations for about four weeks. We were lucky enough to grab prime radio spots, including live reads after traffic reports and during morning and afternoon school times. We were also granted bonus air times communicating the message that 'greengrocers and independent supermarkets stock a range of products, where you can find all of your lunch and dinner meal ingredients without having to go anywhere else.' Though restrictions due to COVID 19 did play a big part in receiving and delivering campaign merchandise, the digital and radio presence was a success.

Make way for ABC's new campaign, 'Spring Fresh.' This brand awareness campaign will run over two months. The aim is to encourage consumers to make “A better choice!” and shop at their local greengrocer or fruit shop for their fresh produce from September through to November in particular. ABC wants to promote these specific shopping months or the Spring season as a way for consumers to support small businesses and their communities by changing their shopping habits in these months, in the hope that this will alter their shopping habits for the long term. You're sure to see and hear the campaign slogan out and about; 'I'm shopping local to support Spring Fresh.' Victoria will be again taking part in radio advertisements, social media assets, and Point of Sale material. In-store promotional content will be available to ABC retailers, including posters, shelf wobblers, basket liners, and recipe cards.

Introducing the new 'A better choice!' National Program Manager, James Patrick. James has professional experience across various management positions in different industries such as logistics, technology, startup/gig economy, retail, sport, automotive, and design. His many skills in management, strategy, partnerships, and marketing, set the ABC program up with a promising future aheadofit. “It’s a pleasure to be joining Fresh Markets Australia and the national program 'A better choice!' and working with a program that that su pportsindependentretailers,independent supermarkets, and the central market supply chain; as I myself was once an independent retailer so understand the drivers that business owners face each day. The program has achieved great things since its inception, and I am looking forward to continuing its momentum and build on past successes, helping grow the program to full fruition while making a contribution to one of Australia’s cornerstoneindustries,”Jamessaid.

Over the next couple of months, or when COVID-19 restrictions permit, you will be seeing and hearing a lot more of the 'A better choice!' Victorian committee. We understand that the life of a greengrocer is hectic and full of commotion, so we're coming to you! The Vic committee will be sending out their team to jazz up your stores with all the new campaign merchandise, making sure you're always up to date. Check-ins will be conducted to ensure you're across all of the new ABC and' business as usual' activity. This is also when the team can hear retailers' feedback and any concerns they have. We are always eager to hear your feedback. Let us know your thoughts on past campaigns and suggestions for new campaigns. We always appreciate hearing from you. Please email feedback to dee@freshstate.com.au.