Tropical Pines are Australia’s favourite pineapples. Based in Central and Southern Queensland, Pure Gold Pineapples is the largest supplier of pineapples in Australia, packing more than 12 million pineapples each year.
Pure Gold Pineapples are 100% Australian grown, with over 20 Pure Gold growers across Queensland supplying fresh pineapples to the whole of Australia, 52 weeks a year. Pure Gold Pineapples are available in major supermarkets and various independent grocers Australia-wide.
Pure Gold Pineapples are 100% Australian grown, with over 20 Pure Gold growers across Queensland supplying fresh pineapples to the whole of Australia, 52 weeks a year. Pure Gold Pineapples are available in major supermarkets and various independent grocers Australia-wide.
HOW WE WORK
In 2021, Tropical Pines approached Pure Public Relations to help amplify its brand awareness and encourage Australians to support local farmers. Originally, we identified two key opportunities to do this – the existing fundraising partnership with The McGrath Foundation, and Tropical Pines’ annual Spooky Pines Halloween event. Pure Public Relations has been providing PR support for the Spooky Pines event for a total of 3 years.
Pure Public Relations worked with Tropical Pines to establish strong corporate messaging to strengthen its partnership with The McGrath Foundation. With awareness campaigns such as ‘If You Grow Them, Know Them’ and Breast Cancer Awareness Month already in the pipeline, Pure Public Relations focused on achieving media recognition through photo and video content that could then be aired on TV. The aim was to increase awareness for fundraising purposes and communicate how proud Tropical Pines was to support the cause
For the Spooky Pines Halloween event, we have continuously focused on securing national and local media coverage that showed how pineapples could be used to put an Australian spin on the Halloween season. To encourage Australians to support local farmers and showcase the product, we secured several major coverage opportunities across print, radio, TV, and social media.
By sending out influencer and press gift kits, we generated social media exposure amongst family-oriented audiences. We also secured opportunities on breakfast TV and mainstream news networks where Tropical Pines farmers demonstrated how Aussies could carve a pineapple instead of a pumpkin for Halloween.
In 2023, the campaign was adapted to reflect an additional challenge: wet weather conditions in Queensland had created a surplus of pineapples available all over the country. To ensure the fruit didn’t go to waste, consumers needed to be encouraged to buy pineapples. Through the creation of high-quality content such as press releases and bylined articles, Pure Public Relations achieved substantial print coverage throughout major newspapers and online publications, where readers were urged to help farmers out by buying a pineapple at their local supermarket.
RESULTS
Pure Public Relations achieved national and regional coverage for Tropical Pines’, covering a range of TV, radio, print, and digital media.
- 7News
- Channel 9 Today
- Channel 7 Sunrise
- SBS News
- News.com.au
- The Guardian
- Mumbrella
- ABC Radio Sydney
- ABC Radio Sunshine Coast
- ABC Online
- Triple M
- MIXFM
- WIIN News
- CQ Today
- The Chronicle
- The Canberra Times
- The Australian Retailer
- Glasshouse & Maleny Country News
- Eativity
- Bundaberg Today
- Third Sector
- Queensland Country Life
- Good Fruit and Vegetables