CHANNELS: Premium Retailers, Wholesale, Fruit shops
SCOPE:Full marketing program
BACKGROUND:One of Australia's major fruit producers and marketers, Montague, sells ranges of stone fruit under new brands. The first new brand, Montague Tree, sells peaches, nectarines, apricots and plums. The other new brand, Croc Eggs, sells plums. Montague enaged TBA as their China marketing partner, covering everything from strategy, channel management, in-store tastings, campaigns and social media.
APPROACH:In-store tastings have been a key component of our marketing plan, putting the delicious stone fruit in front of as many consumers as possible. We have also had some fun engaging trade, with pop ups at the local Wholesale markets in Shanghai and Guangzhou where we have really made some noise with mascots, special recipes, and branded mini cars. We also targeted key demographics like foodies and health nuts via partnerships with gyms and cafés.
RESULTS:We made a bunch of noise and showed trade the playful nature of the brand and the versatility and quality of the fruit plus gained some great content for social and PR. We improved brand awareness and built trade confidence about both brands. In-store tastings resulted in a 35% conversion rate, from trial to purchase over 80 sessions.
