For the first time in the industry, berry growers across Australia have joined forces to encourage shoppers to put more berries in their baskets. The collaboration, delivered through Hort Innovation and directed by Berries Australia, will promote blueberries, raspberries, blackberries and strawberries under the same motto of "basket of berries".

The CEO of Hort Innovation, Brett Fifield, said that the campaign aims to promote the purchase of berries both individually and together. “Australians love berries and this campaign celebrates that while helping local producers raise the profile of their products,” he said. “Research shows that consumers who buy the four berries They represent almost 50 percent of the total spending of the category, and that a category-wide approach increases sales across all types of berries.

Brett Fifield CEO of Hort Innovation

The collaboration will use the social media y influential people to highlight the salient features of the berries, including key health benefits. The campaign will also include a 30-second commercial to showcase the appeal of the flavor, as well as outdoor advertising, online retail activation and more. The CEO of Berries Australia, Rachel Mackenzie, said the fact that berry categories work together makes sense for the industry and has been proven to work abroad.

Rachel Mackenzie CEO of Berries Australia

«Bringing together the four categories of berries in a coherent campaign will allow us to speak to the Australian consumer all year round, with the right berry and at the right time for our producers,” said Mackenzie. "This approach is very attractive to berry tax payers, as many of them grow more than one type of berry and the marketing of a single berry risks cannibalizing sales of other berries."