Australian macadamias: powerful first impression in China
The China campaign is funded by Australia’s 650+ macadamia growers (via an industry marketing levy through Horticulture Innovation Australia) and represents one of the biggest investments the Australian macadamia industry has ever made in an offshore market.
The aim of the campaign is to drive consumer awareness, educate consumers about Australia as the clean green origin of macadamias, showcase the health and ‘inner beauty’ benefits of the nut and position Australian macadamias as the premium trusted choice.
The industry’s peak body, the Australian Macadamia Society, in conjunction with the industry’s key commercial marketers, are the driving force behind the campaign, and AMS Market Development Manager Lynne Ziehlke says it’s all about making first impressions count.
“We have developed a cracking opportunity to showcase our global sensation to Chinese consumers,” says Ms. Ziehlke. “The Australian macadamia industry’s strategic global marketing plan has identified the potential, we’ve done the homework, and the timing is perfect to invest in our first consumer marketing campaign in China.”
The two campaign launch events in Shanghai (24 Nov) and Guangzhou (26 Nov) will play host to more than 100 industry and government representatives including the majority of major Chinese retailers and a large cross section of Australian macadamia industry suppliers, exporters and growers. Trade and Investment Minister Andrew Robb will deliver a message via video link.
“The campaign is about initiating a conversation with Chinese consumers, via an integrated mix of social media, advertising, TV, newsletters and other promotions and focussing on key occasions like Chinese New Year.”
For more information:
Nyree Epplett
Australian Macadamia Society
Tel: +61 2 6622 4933
Fax: +61 2 6622 4932
Email: nyree.epplett@macadamias.org
www.australian-macadamias.org