Australia’s leading fresh produce company, Perfection Fresh, is the family business behind many iconic fruit and vegetable brands including Broccolini, Qukes, and Calypso Mangoes.
Perfection Fresh Australia initially engaged Blue Planet PR to develop comprehensive issues and crisis management protocols and plans. BPPR also facilitated extensive media training for the leadership team, and carried out a social media and SWOT review that included weekly updates on brand mentions and competitors. The last element of this body of work was directing and filming of video assets for Perfection Fresh to use in multimedia news releases.
Following this, BPPR was brought back on to plan and implement the 2023 publicity campaign for Perfection Fresh’s Ecoganic® Red Tip® Bananas.
The Brief
The key PR objective for the 2023 publicity campaign for Ecoganic® Red Tip® Bananas was to increase consumer understanding and appreciation of what the Red Tip® stands for, and that Ecoganic® Red Tip® Bananas are the only bananas endorsed by the Great Barrier Reef Foundation. By increasing the percentage of consumers understanding the key messages, BPPR was aiming to increase purchase intent.
The Strategy
While the Red Tip® education is key, it was important to bring fresh angles to the campaign this year to ensure media pick up. As such, BPPR leant in to the 25 years of biodiversity protection that Ecoganic® Red Tip® Bananas were celebrating in 2023, as well as the 20 years of being endorsed by The Great Barrier Reef Foundation.
BPPR generated targeted PR coverage via earned and social media by:
- Coordinating and delivering an influencer campaign that featured original and share-worthy content that resonated with key audiences. To avoid oversaturation, BPPR engaged influencers that spanned across nutrition, sustainability, and science.
- Media outreach;
- Executing a creative and engaging sampling campaign to a highly targeted list of journalists and influencers.
The Result
The campaign achieved a broad range of consumer, trade, lifestyle and regional coverage across television, radio, print, online and social media outlets. This generated nearly 130 hits for PR and social media, with a unique reach of over 4,800,000. Post-campaign consumer research confirmed KPI success: increased awareness of the PR campaign (20%), increase in claimed purchases across all three measured time periods (c. +5pp year-on-year), and increased understanding of key product messages.
