In 2021 Tropical Pines, home to Pure Gold Pineapples, engaged Pure Public Relations to help amplify their annual marketing and sales initiatives, with the objective of securing impactful PR.
Tropical Pines, Australia’s largest supplier of pineapples in Australia, were suffering a huge decline in their customer base due to the COVID-related lockdowns and travel restrictions, along with labour shortages and a rising cost in fertiliser impacting the fresh fruit market. The pressure was on the Pure team to leverage the internal initiatives to help convince Aussies to eat more juicy pineapples in the lead up to summer.
HOW WE WORK
The two grassroots initiatives we were brought on board to support were very different in nature, both needing to attract a distinct audience with a specific message.
- Spooky Pines – a Halloween promotion that asked Aussies to ditch the pumpkins and get behind the latest Aussie tradition of carving a pineapple instead was designed to attract the grocery buying mum and support the in-store sales promotions.
- ‘If you Grow ‘em, Know ‘em’ campaign – was in support of the McGrath Foundation. The tongue in cheek message was designed to put a fun spin on a very serious message about the importance of breast care and breast checks year round. The campaign was backed by a fundraising initiative, with a portion of sales from specially branded Pure Gold Pineapples helping to fund McGrath Breast Care Nurses across Australia.
Given both initiatives ran into each other, it was important we didn’t bombard media with pineapple messaging and therefore a bespoke and strategic media plan was needed for each of the opportunities.
HOW WE WORK
Both campaigns received extensive coverage both nationally and locally in online, print, radio and broadcast outlets, with collectively close to 200 clips achieved, reaching an estimated audience of over 5 million people.
As the PR was the only activity supporting the initiatives, Tropical Pines was also able to attribute an increase in sales to the support the media relations program provided the in-store promotions.
Coverage highlights included:
Television – Ch 9 News, Ch 7 News, Sunrise, The TODAY Show
Newspapers – The Sunday Age, The Sydney Morning Herald, The Sunday Mail Brisbane, The Sunday Telegraph, Queensland Country Life, Glasshouse Country News, CQ Today, Bundaberg Today, Cairns Local News
Online – ABC News, The Guardian
Radio – ABC Radio, Triple M, 4BC
Food media – Good Food (SMH & The Age), Eativity, Good Fruit and Vegetable