AU: Cherries burst onto the airwaves with new advertising campaign

Sweet, succulent and bursting with natural goodness, Aussie cherries are being touted as the ultimate ‘pick me up’ snack in a punchy new advertising campaign hitting local airwaves this summer.

The new marketing initiative is the brain child of a consortium of growers from Victoria including CherryHill Orchard, Koala Country Orchards, S J Pickworth Orchards, Wandin Valley Farm and Antico International who have financially contributed to the campaign, which has also been partially-funded by the cherry industry’s marketing levy.

The integrated radio campaign will aim to drive sales of cherries in the lead up to Christmas, as a bumper harvest hits supermarket shelves across the nation.
Along with online support, a perky radio commercial will encourage consumers to add some juicy cherries to their shopping trollies and ditch sugary processed options like chocolate bars and crisps in favour of the flavourful, healthy, ruby-red fruit.
CEO of Cherry Growers Australia, Simon Boughey, said the campaign is based on new consumer research and should help fuel demand during the industry’s short selling window of just 100 days and drive home the impressive health credentials of cherries to consumers.

“Many people are still unaware of the amazing health properties of the humble cherry – we want to change that. Cherries are a good source of Vitamin C, contain no fat or cholesterol and can genuinely lay claim to the ‘superfruit’ label as they are packed full of antioxidants and other phytonutrients which may offer protection against
heart disease, ease arthritis pain and alleviate gout,” he said.

Over 500 radio commercials will run on popular stations including Mix 101.1, 2GB, 4BC and 3AW until 14 December 2012, airing during premium timings to grab the attention of key target markets such as households’ main grocery buyers, older consumers who may benefit from cherries’ unique health properties and younger consumers interested in healthy snacking.

Stephen Riseborough from CherryHill Orchards and spokesperson for the Victorian consortium of growers leading the dynamic campaign, hopes the catchy commercial will drum up a sense of urgency to purchase cherries during the short but sweet season.

“The quality of cherries is high and so now is the perfect time for consumers to enjoy fresh local cherries. We are proud of our produce and believe this new marketing approach will keep Aussie cherries top of mind while supply is at its peak,” he said.

Australian cherries are harvested from November through to February and key growing regions include Young, Orange and Bathurst in New South Wales, the Dandenong Ranges and North East Victoria, the Adelaide Hills and the Riverland area of South Australia, the Huon Valley and Derwent Valley in Tasmania, and the elevated south west region of Western Australia.

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