YOUR INDUSTRY
5+ A DAY STRAWBERRY PROMOTION A SUCCESS The 5+ A Day Charitable Trust celebrated the New Zealand strawberry season with a promotional campaign that inspired Kiwis with new ways to enjoy strawberries. Fresh, vibrant strawberry salad recipes were shared through bus advertising, magazine and radio ads, and social media activity.
SGNZ executive manager Mick Ahern says this is the second year SGNZ has partnered with 5+ A Day to costeffectively promote awareness of new season strawberry availability.
Working with Strawberry Growers New Zealand Inc. (SGNZ), 5+ A Day urged consumers to take advantage of the huge volume of top-quality strawberries available this season, and to try new 5+ A Day strawberry salad recipes available on their website and social media. Consumers were also encouraged to include strawberries in salads regularly to support local growers.
“A basic plan was agreed some months in advance but it become clear from early October that there might be additional and exceptional pressure on sales and prices for a variety of reasons. The SGNZ board therefore agreed to provide ‘booster’ funding to an expanded campaign in November/December. The team at 5+ A Day responded brilliantly and their report reflects these efforts.”
These messages were included in a media release which resulted in United Fresh president, Jerry Prendergast, appearing on the AM Show. Jerry was interviewed live from the market floor and promoted the NZ strawberry season and the importance of supporting local growers.
The 5+ A Day social media activity was launched with a strawberry giveaway on @5adaynz Facebook and Instagram pages. Product was kindly supplied by Zaknich Farms and United Fresh member, Strawberry Fields.
The giveaway was followed by a ‘Sensational Strawberry Salad’ influencer campaign which reached over 140,000 people. Strawberries also featured in the 5+ A Day Christmas promotion, contributing to an overall reach for the campaign of 2,711,724. The 5+ A Day Charitable Trust was formed in 2007 by United Fresh New Zealand Incorporated. The Trust was set up for the benefit of all Kiwis, especially children, and is committed to increasing the consumption of fresh fruit and vegetables for better health of all New Zealanders. The Trust encourages Kiwis to eat five or more servings of colourful, fresh fruit and vegetables every day for good health. 5+ A Day’s vision is to have all Kiwis understanding and enjoying the benefits of eating a daily diet rich in New Zealand grown fresh fruit and vegetables. To find out more about 5+ A Day visit www.5aday.co.nz and follow us on social media @5adaynz. For more about United Fresh join us on LinkedIn – United Fresh New Zealand Incorporated – and visit our website www.unitedfresh.co.nz
NZGROWER : FEBRUARY 2021
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