Highlights from the 2024/25 Table Grape marketing campaign
Publication date: 22 October 2025
Marketing
In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers.
Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit and vegetables.
Key highlights for Table Grapes include:
- The FY25 domestic marketing program for Table Grapes focussed on developing new national brand assets and implementation of a paid social media campaign in Western Australia in line with the peak season (Feb through to March).
- Creatively, the work laddered up to the existing brand platform ‘A bunch of joy’ and strived to convey taste (juicy, delicious, pack full of flavour), convenience (pre-pack by nature, perfect for a snack) and address quality and seasonality misconceptions, reinforcing that grapes are a summer fruit, at their best in Feb- March.
- Overall, the campaign achieved 2.9M reach and 7.1impressions, exceeding expectations by over 60% (against the KPI of 4.5M impressions).
To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.