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Horticulture Innovation Australia

Australian Mangoes: Sense of Summer

How we leveraged ‘mango memories’ across the nation to secure PR coverage worth $37 million

OBJECTIVE

There is no doubt that Aussies love mangoes. Our task was to encourage Australians to purchase throughout the season, and buy more each time.

SOLUTION

Remind people of all the amazing memories that are associated with eating mangoes.

We launched ‘A Sense of Summer’, a campaign that brings to life the emotional link between mangoes and summer memories. We celebrated the official start of summer and the messy fun of mango eating through PR, social and the Bondi Beach Mess-tival, an annual event to mark the start of mango season. 

results for the campaign