Export marketing

INDONESIA THAILAND JAPAN

The Indonesian launch included an opportunity for importers and retailers to network, which pleased attendees.

The successful launch event saw 30 guests attend, comprising media, influencers and industry partners. The activity generated content from five online media and reached more than 300,000 people. While the retail program was paused during Ramadan, instore displays and cooking demonstrations have now begun, as well as gift-with-purchase and vouchers in some retail stores.

South Korea

Uncertainty around product arrival meant the launch event was replaced with content creation from one of South Korea’s macro influencers. Content included a one-minute video in collaboration with @Cheongdamunni, a popular influencer in the F&B sector with more than 6 million followers across social media. This focus on social media allowed for information to reach a wider audience and younger demographic. In-store sampling took place, with more to come across May as product supply continues.

Timelines were pushed back by a month due to a delay in shipment. Partnerships with retailers helped navigate the quick turnarounds needed to make the launch happen quickly, and there is enough stock to ensure supply to all stores during the promotion period.

A digital billboard promoting Australian table grapes located in the centre of Bangkok, near major retailers, is projected to have a reach of five million consumers.

Successful launch events took place, with the rollout of the retail program occurring across May.

Malaysia

Malaysia launched first, which helped to secure partners and get Australian grapes ahead of their South African counterpart. More than 30 industry partners, media and influencers attended the launch event. Retailers stocked up after the launch as they found the event informative. The campaign was tracking well in terms of both performance and timeline, though experienced a delay due to fasting season in observance of Ramadan. This is favourable, according to importers, as the later season stock tastes better.

Online promotions on e-commerce platforms are underway, with the influence of these platforms growing

Japan’s successful launch event held in April sparked interest from various stakeholders. A chef prepared a special menu featuring recipes that demonstrated the versatility of grapes.

The delay in shipment led to a later launch, but this pause allowed time for the recipe development.

The Phillipines

The delay in shipment greatly impacted the campaign’s timeline, with stock arriving four weeks after projected.

An exciting part of the launch event included an interactive element, where guests could pick their own grapes from makeshift vines.

The retail program will continue across May, with influencers posting in late April to generate buzz.

The season start time allowed Australian grapes to maximise peak season of stocks in market, by both quality and quantity, however South Africa’s campaign has also kicked off – with a similar price point and stock amount.

The launch event exceeded expectations, with five key online leaders and 17 media attending, while an in-store display competition, promotion and giftwith-purchase have commenced.

700 merchandise “goodies” were also delivered to support importers.