WA CITRUS marketing

THE Coles Local format offers a tailored range of items to meet the specific needs of the community, working with local suppliers. This is an ideal format to promote WA Citrus and to maintain and develop good working relationships to supply WA citrus into Coles stores.

Independent Retailers continued to be supported this season with sampling of WA citrus fruit available in-store through July and August.

This included 30 independent retail stores in the metro area, reaching over 4600 customers and resulting in sales of approx. 1900 kg of citrus during the sessions.

Responses from retailers clearly indicate support for this style of promotion which triggers direct increase of sales as consumers are motivated to purchase and continue with a new shopping pattern. The program results were exceptionally positive and represented a return to pre-covid sampling and purchasing patterns.

Launch of the WA citrus season.

Social Media engagement was maintained through organic posting on WACitrus through Facebook and Instagram (@WACitrus). This achieved a steady social media presence amongst 1,200 predominantly (69 per cent) Perth based followers. Analysis of posting metrics indicate posts involving industry people continue to be the most popular with highest engagement. A total of 90 posts over the season represented approx. 4 posts per week and achieved a reach of 7.19K and 7350 impressions with an engagement level of 13 per cent. Focus was placed on promoting later season varieties —particularly for mandarins.

Community and sporting involvement continued to be an integral activity throughout the season to strengthen the link between health, vitality and citrus. This included support of the WA Marathon Club at 6 large scale running events that involved over 8,500 competitors and additional spectators being revived after the event by fresh local citrus.

In addition, alignment with WA netball associations with support of major holiday clinics for approximately 600 players maintained ongoing contact with netballers.

WA Citrus also stepped up at a range of High School Health expos to promote consumption of fresh local oranges and mandarins to teenagers. There is currently a strong effort being made in high schools to promote health and wellbeing of their students. The expo style format provides an efficient way of interacting with the whole school allowing engagement with approx. 800 students per school.