what we needed to change

Get Aussies to buy more mangoes, more often, throughout the mango season.

how we changed it

Despite a love of Australian Mangoes, consumers perceived them as a luxury fruit, rather than a basket staple. Additionally, they are primarily associated with summer, when they’re actually available 200 days of the year. We developed an Always On influencer strategy whereby we seeded trays of fresh Aussie Mangoes to health, wellness, foodie and lifestyle influencers, who in return, posted colourful and engaging content highlighting the versatility and accessibility of delicious Aussie Mangoes in season. By collaborating with a variety of influencers who used the hashtag #200DaysofMangoes, consumers could see Aussie Mangoes weren’t just a summer staple, but able to be purchased seven months of the year.

the impact