Hort Innovation ‘Australian Sweet Potatoes’
How do you get families to eat their sweet potatoes in a fun and engaging way?
Background
Hort Innovation is a grower owned and funded, not for profit, research and development corporation for Australia’s $9 billion horticultural industry. One of their portfolios, Australian Sweet Potatoes, had implemented a new marketing communication strategy, and they called on us to help.
How we helped – innovative experiential marketing pop up
In 2017, we developed an innovative 3 year in-store and event strategy for ‘Australian Sweet Potatoes’. The cornerstone of our successful event strategy was an experiential marketing pop up. Known as ‘Kids Kitchen’, it would be taken to a number of events including royal shows. We devised an activation that provided meaningful engagements with customers and picture-worthy moments that could be amplified through social media. We targeted venues in locations with a high number of the product audience. We also managed the roadshow for the activation including transportation, storage, bump-in and bump-out. We complemented these activities through in-store taste sampling that incorporated different recipes, seasonality and retailer promotions. We reported our outstanding results to the client weekly.
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