2015/2016

E X E C U T I V E S U M M A R Y

A N N U A L M A R K E T I N G I N V E S T M E N T P L A N

T H E A U S T R A L I A N M A C A D A M I A I N D U S T R Y ’ S L O N G - T E R M S T R A T E G I C

M A R K E T I N G P R O G R A M C O N T I N U E S T O D E L I V E R O N I T S O V E R A R C H I N G

A I M O F O P T I M I S I N G T H E VA L U E O F T H E I N D U S T R Y A C R O S S T H E

S U P P L Y C H A I N A N D D I R E C T L Y I N F L U E N C I N G P R O D U C T I V I T Y A N D

F A R M G A T E P R O F I T A B I L I T Y .

In 2014/15 the program met or exceeded most of its targets, with farm gate value growing by 45% and grower profitability up 50% since 2010. Meanwhile wholesale and retail value has increased 25% and 42% respectively in the past two years.

Throughout 2015/16, the industry will be capitalising on a host of opportunities as we continue to

reinforce our product’s premium positioning. These include taking advantage of recent free trade

agreements, leveraging the increasing consumer awareness of tree nut health benefits and further

developing the high value market segments in which we can sustain a competitive advantage.

The Australian macadamia industry is the recognised global market leader and our marketing

program has been a major factor in driving global demand. Australia is responsible for over 80% of

all generic macadamia marketing globally and our approach has set the benchmark for many other

producing countries. We continue to lead the way and demonstrate the true value of macadamias

to the rest of the world.

I N T R O D U C T I O N

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• China’s appetite for macadamias is growing, making it a far more influential consumer than in previous years

• Currently it is a market characterised by in-shell consumption, however the kernel market is developing rapidly and consumption habits are likely to look very different in the next four years

Armed with significant trade research and analysis, we’re implementing a launch campaign in China in 2015 to begin building a relationship with Chinese consumers and showcasing Australia as the origin of the world’s best quality product.

• Health is driving the growth of the tree nut category globally

• The importance of healthy eating is increasing and consumers are more frequently choosing nuts as a healthy snack option and incorporating them into their daily diets

• Research has revealed the importance of health messaging in all our markets:

AUSTRALIA: macadamia consumers are highly motivated by health, doing little things daily to manage their wellbeing and feeling really good about it

JAPAN: 85% of consumers are very or somewhat interested in the heath benefits of macadamias and would consume more if they knew all their specific health benefits

GERMANY: health/wellness is the #1 reason why consumers buy macadamias

TAIWAN: over 30% of consumers are buying macadamias for their health benefits

SOUTH KOREA: Health is the #3 reason consumers choose macadamias

In 2015/16 we will contribute to a major clinical health study that will enable the global macadamia community to develop more powerful heath messaging about our product.

• Social media is increasingly paving the path to purchase for many consumers

• All forecasts point to social media activity gathering pace over the coming years

• Mobile is increasingly dominating the digital space

• Social media has become a fundamental element of our marketing program worldwide and, as one element of a larger marketing blueprint, has shaped the way we communicate with our target audiences in each market

In 2015/16 we’re focused on a continued investment in high quality content generation to engage consumers, influencers and media. We’re listening closely to what consumers are telling us on all our social media platforms and using these insights to refine our messaging. With a solid history of social success behind us, we know what works best and can build greater synergies between social activities internationally.

C O N S I D E R A T I O N S

K E Y

T H R E E K E Y C O N S I D E R A T I O N S W I L L U N D E R P I N M U C H O F T H E P L A N N E D A C T I V I T Y F O R

T H E C O M I N G 1 2 M O N T H S A S W E C O N T I N U E T O A D D R E S S O U R S T R A T E G I C P R I O R I T I E S

S H I F T I N G G L O B A L D Y N A M I C S : C H I N A

E M E R G I N G C O N S U M E R N E E D : H E A L T H

E M E R G I N G C O N S U M E R T R E N D : S O C I A L I S A T I O N

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A M S IN D U STRY STAN DARDDue to launch in the next 12 months, this landmark kernel processing standard is being developed in conjunction with the Australian Macadamia Handlers Association. With planning now at an advanced stage, technical details are being refined in preparation for widespread adoption of the standard.

TR ADE MARKETING COLL ATER AL WILL BE PRODUCED TO SUPPORT THE L AUNCH

AND PROMOTE THIS EXCITING QUALIT Y INITIATIVE TO THE TR ADE .

HAN D LING & PAC K AG ING G U ID E LIN E SThe Australian macadamia industry is developing a set of guidelines to provide direction on the best handling and packaging processes and procedures for macadamias. When handled correctly, optimal shelf life is achieved and sensory quality to the end consumer is maximised.

This large and complex undertaking is ongoing and close consultation with the processing sector throughout 2015/16 is expected to garner crucial input that will solidify the framework for the guidelines.

PROD UC T QUALIT Y MON ITORTo help identify key packaging issues, we are monitoring and tracking the quality of retail macadamia products in Australia.

THE FINDINGS OF OUR FIELDWORK AND L ABOR ATORY ANALYSIS WILL BE FED INTO

THE HANDLING & PACK AGING GUIDELINES DEVELOPMENT.

OP TI M AL S H E LF LIF E

S E N SORY QUALIT Y M A XI M I S E D

Q u a l i t y S t a n d a r d

Quality Standard

Q U A L I T Y S T A N D A R D

H A N D L E D C O R R E C T LY

PAC K AG E D C O R R E C T LY

T O S U P P O R T T H E Q U A L I T Y O F A U S T R A L I A N M A C A D A M I A P R O D U C T , W E ’ R E C O N T I N U I N G T O P R O G R E S S 3 I M P O R T A N T I N I T I A T I V E S I N 2 0 1 5 / 1 6 :

B Y I D E N T I F Y I N G A N D D E L I V E R I N G T H E M O S T C O M P E L L I N G F E A T U R E S

T H A T I N F L U E N C E C O N S U M E R W I L L I N G N E S S T O P A Y A P R E M I U M P R I C E

The story of Australia grown macadamias is powerful and one that clearly differentiates our product. Research has helped us build an understanding of the most persuasive features of macadamias and

highlighted the substantial opportunities to market our product to premium food brand manufacturers.

P R O T E C T I N G O U R P R O D U C T Q U A L I T Y

Enhance the value of macadamias

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AS ONE OF THE KEY DRIVERS OF THE GLOBAL NUT INDUSTRY,

HEALTH HAS BECOME ONE OF THE MOST INFLUENTIAL

REASONS FOR CONSUMERS TO PURCHASE NUTS AND FEEL

GOOD ABOUT THEIR CHOICE .

This collective approach will continue in 2015/16 via collaboration with Nuts For Life in Australia, Nucis in Germany and the Japan Nuts Association.

Furthermore, we will continue to work closely with an accredited health professional to ensure our health messaging is compliant with regulatory guidelines and on trend with practising dietary professionals.

WHILE MACADAMIAS BASK IN THE HEALTHY HALO THAT NOW

SURROUNDS NUTS GENER ALLY, OUR INDUSTRY ENDURES A L ACK

OF MACADAMIA-SPECIFIC HEALTH RESEARCH.

The global macadamia community has therefore agreed to make a substantial investment in health research to provide clinical and marketable evidence of the role macadamias can play in a healthy diet.

The Australian macadamia industry is playing a pivotal role in this critical project that will enable the continued positioning of macadamias as a premium product and open up new opportunities.

THE FOCUS IN 2015/16 WILL BE ON FINALISING THE PL ANNING

PHASE AND COMMENCING THE RESEARCH AS A TOP PRIORIT Y.

COLL ABO R ATI V E WO R K WITH

IND

USTRY BODIE S IN DIF F E RE NT MARKETS

BROADEN OUR

INFLUENCE

LOB BY POLICY

MAKE RS

EDUCATE HEALTH

PROFESSIONALS

TALK DIRECTLY

TO CONSUMERS

$$

DATA

EVIDENCE OF MACADAMIAS’ ROLE IN A HEALTHY DIET

A C O L L E C T I V E A P P R O A C H

M A C A D A M I A

H E A L T H R E S E A R C H

T O H E A L T H

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PR

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#1

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1

T WO NEW MARKET SEGMENT OPPORTUNITIES

CHINA

A S W E T A K E A D V A N T A G E O F O P P O R T U N I T I E S I N T H I S

N E W M A R K E T , O U R I N V E S T M E N T W I L L F O C U S O N :

D R I V I N G AWA R E N E S S A N D E D U C ATI N G C O N S U M E R S

D R I V I N G AWA R E N E S S O F AU S TR A L I A N M AC A DA M I A S OV E R A L L W ITH A F O C U S O N K E R N E L

G I V I N G TH E TR A D E C O N F I D E N C E TO I N V E S T I N AU S TR A L I A N M AC A DA M I A S

D I F F E R E N TI ATI N G AU S TR A L I A N P R O D U C T A N D P O S ITI O N I N G IT A S TH E P R E M I U M C H O I C E

P R O M OTI N G M AC A DA M I A S A S A N I N G R E D I E N T TO B E I N C L U D E D I N M A N U FAC T U R E R S ’ I N N OVATI O N P I P E L I N E S

G E N E R ATI N G M O R E N E W P R O D U C T D E V E L O P M E N T A N D S U C C E S S F U L P R O D U C T L AU N C H E S

P R OV I D I N G M A N U FAC T U R E R S W ITH E N H A N C E D TE C H N I C A L S P E C I F I C ATI O N S A N D G R E ATE R S U R E T Y A R O U N D TH E U S E O F M AC A DA M I A H A LV E S R ATH E R TH A N W H O L E K E R N E L S

C O N TI N U E D R E S E A R C H I N V E S TM E N T TO S U P P O R T TH E D E V E L O P M E N T O F O U R VA L U E P R O P O S ITI O N A N D A C O M M U N I C ATI O N C A M PA I G N TA R G E TI N G M A N U FAC T U R E R S

ONLY 3 0 - 4 0%O F P R O D U C T I S S O L D T O

MANUFACTURERS

C U R R E N T LY U N D E R D E V E L O P E D

SOLID OPPORTU NIT Y

2

FOODM AN U FAC TU RING

IN NOVATION

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C A P T U R I N G N E W

M A R K E T S E G M E N T S

T H E U S E O F M AC A DA M I A S B Y F O O D M A N U FAC T U R E R S I S A S O L I D

O P P O R T U N I T Y A N D O N E T H AT I S C U R R E N T LY U N D E R D E V E L O P E D ,

W I T H O N LY 3 0 - 4 0 % O F O U R P R O D U C T B E I N G S O L D T O T H E

M A N U FAC T U R I N G S E G M E N T.

As a premium product with unique sensory attributes, macadamias are an excellent fit for manufacturers pursuing innovation. Australian macadamias have a strong selling proposition as a safe, quality, clean and green food. Development of this market segment will focus on:

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Japan trade liaison in 2015/16 will focus on ensuring Japanese traders have the latest news and crop forecasts from our industry to demonstrate our active support for Australian macadamias in this market.

European trade liaison to date has amassed a wealth of information gained from interviews with food manufacturers, active presence at European food exhibitions, regular store checks in France and Germany and a consistent press watch to keep abreast of topics in the media relevant to macadamias. The focus in 2015/16 will be on developing a format to share these valuable insights with marketers as well as evaluating and refining the trade newsletter as needed.

J A P A N T R A D E L I A I S O N

T R A D E P R E S E N T E R S

N E W S L E T T E R

E U R O P E A N T R A D E L I A I S O N

B Y P O S I T I O N I N G T H E A U S T R A L I A N I N D U S T R Y A S T H E L E A D S O U R C E O F

Q U A L I T Y I N F O R M A T I O N A N D C O N T I N U I N G T O D E L I V E R A U S T R A L I A N B R A N D

M E S S A G E S T O C O N S U M E R S , C U S T O M E R S A N D I N D U S T R Y S T A K E H O L D E R S

Australian macadamias are overwhelmingly regarded as a premium product, one that makes any other food they are paired with more special. The heritage of macadamias creates excitement and is

emotionally engaging. In consumers’ minds, there are no limits to the way macadamias can be used and their love of our product is frequently expressed on social media.

M A R K E T E R S A N D T R A D E E N G A G E M E N T

Capitalise on the Australian advantage

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It has proven to be a popular publication, consistently achieving a high open rate and with subscribers sharing it widely. It has also driven more visitors to the trade website, with traffic up by 48%.

The newsletter is now circulated to three databases globally in English, German and Japanese and it will continue to be an important element of the trade marketing mix in 2015/16. The focus will be on maintaining a very high standard of content quality, covering myriad topics including production and crop news, promotion updates, consumer insights, innovation, health, industry news and market access.

2015/16 WILL ALSO SEE THE CONTINUED PRODUCTION OF TR ADE

MARKETING COLL ATER AL AND REPORTS AS THESE ARE WELL

RECEIVED BY MARKETERS.

I N L A T E 2 0 1 4 , T H E T R I A L O F O U R T R A D E N E W S L E T T E R T H E M A C A D A M I A R E V I E W C O M M E N C E D .

1 0 0 % C O M M I T T E D

T O R E G I O N A L

S U C C E S S

THE AUSTR ALIAN MACADAMIAS B R AND HAS INF ILTR ATE D THE MINDS AND

SHOPPING BASKE TS OF MILLIONS OF CONSUME RS AC ROSS MULTIPLE

MARKE TS IN ASIA OVE R THE PAST F IVE YE ARS , WITH OVE R 5 0% OF

AUSTR ALIA’S MACADAMIA C ROP NOW E XPORTE D TO THE RE G ION .

This year we’re intensifying our commitment to Asia, with the launch of the first Australian

Macadamias consumer marketing program in China. Amplifying the success of campaigns in

Japan, Korea and Taiwan, this activity will round out our presence in the region and promote

our product and message to a wider audience than ever before.

AS

IA R

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ION

We are investing over $1.25 MILLION across all our Asian markets throughout 2015/16 with

the macadamia message on track to reach a collective target of 15 MILLION consumers.

This level of strategic investment coupled with our detailed and expanding market knowledge

form the cornerstone of our commitment to a program of powerful promotion in the Asia corridor.Our research throughout Asia has unearthed those market segments

with the greatest potential and robust marketing strategies have been

created to ensure our resonant brand story reaches the most rewarding

and receptive consumer segments.

S U B S T A N T I A L I N V E S T M E N T S T E E P E D

I N K N O W L E D G E A N D C O M M I T M E N T

$ 1.25 M

INVESTMENT

15 M

CONSUMERS

AMS024 MACADAMIA 2PP ASIA TP.indd 1

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D R I V I N G P R I D E ,

P A S S I O N A N D

D E M A N D

M E D I A C A M P A I G N S :

B R A N D A D V O C A T E S :

� Expand and fortify our army of influential

advocates to gain exposure to broad and

engaged audiences beyond our

own channels

� High-profile chefs, health professionals,

media personalities, bloggers, celebrities

and politicians

� Advocates encouraged to share our story

through their own social media channels

� Chefs encouraged to include macadamias

in their recipes and on their menus

� Major campaigns around blossoming and

harvest periods targeting all traditional and

online media

� Broad range of segments including food,

health & beauty, lifestyle, travel, agriculture &

horticulture, environment, business & export,

food manufacturing & retailing

� Provide access to macadamia farms for feature

stories and macadamia product for TV cooking

demonstrations

� Release of recipes and other content for key

Australian celebrations such as Australia Day,

Mothers’ Day, Fathers’ Day, Christmas

� Product hamper giveaways

PREMIUM CONTENT, EFFECTIVELY DELIVERED

PUBLIC REL ATIONS:

G R O W I N G O U R I N F L U E N C E I N K E Y M A R K E T S E G M E N T S

Our proven PR approach will continue to gain mindshare with foodies, chefs, health

professionals in the media, the supply chain and the broader Australian community.

A multi-faceted media strategy will spread the macadamia

message to a forecast audience of 4 0 M I L L I O N P E O P L E

and drive exposure across multiple platforms.

THE AU STR ALIAN M ACADAMIAS B R AND HAS G ON E F ROM STRE NG TH

TO STRE NG TH WITH OU R STORY M AKING ITS WAY INTO THE HE ARTS

AND MINDS OF MILLION S OF AU STR ALIAN S .

Our 2015/16 campaign will engender even more national pride for our much-loved native

nut and consolidate their position as a delicious, premium and healthy lifestyle choice.

STR ATE G IC OB JE C TIVE S

D R I V E F U RTH E R C O N S U M E R

AWA R E N E S S O F TH E

M ACA DA M I A S TO RY

P OS ITI O N M ACA DA M I AS

AS A N E S S E NTI A L PA RT

O F A H E A LTH Y D I E T

M A KE M ACA DA M I AS

AU S TR A LI A’ S FAVO U R ITE N U T

1.

2.

3.

H E A LTH & B E AU T Y

TA S TE & V E R S ATI L IT Y

C E L E B R ATI O N S

& O C C A S I O N S

AU S TR A L I A N

H E R ITAG E

AU S S I E G ROW E R S

E X P O R T S U C C E S S

A M U L T I - L A Y E R E D S T O R Y

AU

ST

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LIA

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C A P I T A L I S I N G O N O U R M O M E N T U M

# A U S T R A L I A N M A C A D A M I A S

HAVING R APID LY G ROWN OU R M ARKE TING PL ATFORM S AN D C HAN N E L S IN THE L AST T WO YE ARS , THI S YE AR WE ’RE CAPITALI S ING ON THE B UZ Z! We’re sharing the unique Australian Macadamias brand story with new audiences to generate interest and demand amongst new market segments and industry leaders.

STR ATE G IC OB JE C TIVE S

D R I V E C O N S U M E R AWA R E N E S S F O R T H E P R E M I U M VA L U E A N D V E R S AT I L I T Y O F AU S T R A L I A N M AC A DA M I A S

R A I S E T H E V I S I B I L I T Y O F I N N OVAT I V E M AC A DA M I A P R O D U C T S

A D D C R E D I B I L I T Y TO O U R B R A N D S TO RY T H R O U G H S T R AT E G I C PA R T N E R S H I P S

1.

2.

3.

GE

RM

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Y

Combining the one-to-one strength of social media with the reach and credibility of influencer partnerships, our 2015/16 marketing strategy will tackle three key goals:

B L O G G E R PA R T N E R S H I P S : This year we’re formally collaborating with two nationally recognized and influential German food bloggers. This partnership will deliver significant reach to new audiences and generate unique and compelling content. As sponsored partner bloggers, they will promote creative macadamia recipes, innovative usage ideas and our unique brand heritage.B L O G G E R O U T R E AC H : We’re reaching out to additional German food, lifestyle, health and beauty bloggers by coordinating an online event inviting key influencers to share their recipe ideas and stories with #AustralianMacadamias. To generate buzz and participation, we will offer a range of premium kitchen appliances as prizes.

S H A R I N G T H E L O V E V I A B L O G G E R S A N D O P I N I O N L E A D E R S

By encouraging bloggers, partners, press and social media users to embrace the hashtag #AustralianMacadamias we’re building further visibility and engagement across additional social media platforms.

T A P P I N G I N T O N E W S O C I A L C H A N N E L S

F O R M I N G R E A L C O N N E C T I O N S T H R O U G H C O N T E N TBuilding on successful results to date, we’ll continue to converse directly with our audience through engaging and shareable content on our blog and Facebook.

� More interactive content: questionnaires, competitions, visual memes and premium photography � Drive blog traffic: linking from Facebook to our blog for more in-depth information � Focus on proven content pillars: recipes (including popular vegan and vegetarian), health & lifestyle, Australia and our brand story

A multi-channel approach to community building

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B R I N G I N G T H E

M A C A D A M I A

S T O R Y T O L I F E

THE AU STR ALIAN M ACADA M IAS CON S U ME R M ARKE TING PROG R A M IN JAPAN

HAS D E LIVE RE D OUTSTAN D ING RE S U LTS AN D STRONG B R AN D PRE F E RE NC E

FOR OVE R F IVE YE ARS .

In 2015/16 we’re bringing our message to life more vividly than ever before. An exciting

new suite of online and offline activity will bolster the emotional connection that Japanese

consumers feel for our product, with the campaign set to reach over 2 million people.

STR ATE G IC OB JE C TIVE S

E D U C AT E C O N S U M E R S O N T H E P R AC T I C A L

A N D P R E M I U M A S P E C T S O F M AC A DA M I A S

T O D R I V E D E E P E R U N D E R S TA N D I N G

JAP

AN

This year’s strategy is underpinned by three key objectives:

A broad-reaching media strategy aims to

grow our following across all our social

media channels, while also reaching

consumers via our website and the media.

Our content will be consistently integrated

across all channels for maximum reach

and impact.

C R E A T I N G B U Z Z W I T H L I V E E V E N T S

This year we’re hosting two experiential events in Tokyo

to engage, educate and entertain influencers and create

excitement that can be leveraged online to reach millions of

Japanese consumers.

AU S S I E G R OW E R S TO RY P R E S S E V E N T: a live showcase of a

personal macadamia growing story headlined by two prominent

Australian growers with guests including key influencers,

bloggers, marketers and media

R E S TAU R A N T E V E N T: partnering with a selection of top

restaurants in Tokyo with an Australian connection, we will

host an event where influential guests will learn how to create

innovative macadamia toppings and participate in tastings

G E N E R AT E B R OA D AWA R E N E S S

B Y P U S H I N G T H E I N N OVAT I V E

E L E M E N T S O F O U R P R O D U C T S T O RY

O F F E R G R E AT E R E N G AG E M E N T

T O O U R FA N S B Y TA P P I N G

I N T O T H E I R PA S S I O N P O I N T S

SUCC E SS THROUG H

INTE G R ATION AND

CON S ISTE NCY

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PRODUCT

STORY

PASSION

POINTS

PR ACTICAL

& PREMIUM

AMS024 MACADAMIA 2PP JAPAN TP.indd 1

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E X P A N D I N G O U R

A U D I E N C E A N D

I N F L U E N C E

WITH AN ALR E ADY DOM I N ANT M AR KE T S H AR E OF OVE R 8 5% , S TR E N G TH E N E D

BY A S U CC E S S F U L CON S U M E R M AR KE TI N G CA M PAI G N I N 2 0 14 /1 5 , TH E YE AR

AH E AD I S ALL ABO UT COM M U N I CATI N G TH E AU S TR ALIAN OR I G I N S TORY TO

I NC R E AS E CON S U M P TION AN D B U I LD A WI D E R AU D I E NC E .

STR ATE G IC OB JE C TIVE S

E N G AG E D I R E C T LY W I T H C O N S U M E R S

TO E D U C AT E T H E M O N AU S T R A L I A N

O R I G I N M E S S AG E S O F AU T H E N T I C I T Y

A N D Q UA L I T Y

G R OW R E AC H AC R O S S A W I D E R

N AT I O N A L AU D I E N C E TO E N C O U R AG E

T R I A L A N D R E P E AT P U R C H A S E

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Combining the reach of television with the

personal engagement of social media and

blogger communities, the new multi-channel

strategy for 2015/16 has two primary goals:

Building on and learning from our successful strategies

last year, in the next 12 months we will continue to grow

meaningful connections through a consistent monthly

program of engaging new content and interactive mini events.

T W O - W AY C O N N E C T I O N O N F A C E B O O K

T E L E V I S I O N S H O W C A S E S T H I S

S U P E R F O O D O F A U S T R A L I A !

Australian Macadamias is partnering with an exciting new

national TV program called Global Food Tourist as part of

their Super Foods of Asia series.

• Create a 30-minute segment showcasing macadamias

as the super food of Australia

• Reveal the secrets behind macadamias including the

history, how they are used and health benefits

• Hosted by famous food tourist and cartoonist

Youngman Huh and popular chef and food

columnist Hyu Ahn

Communication from multiple platforms

• Share delicious recipes showing many innovative ways to

enjoy macadamias

• Use imagery and content to communicate the brand story and

Australian origin

• Develop interactive Facebook Apps to align with campaign activity

• Use paid Facebook advertising to expand reach

• Feature trending marketers’ products and brands

• Centrally collate and share all campaign and power blogger material

AMS024 MACADAMIA 2PP KOREA TP.indd 1

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TA

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By collaborating with industry leaders, bloggers and identities focused

on family, cooking, style, health and beauty, we will amplify our brand

message and credibly demonstrate innovative uses for macadamias.

We’re creating even more of the fun, visual and interesting lifestyle content that has grown engagement so rapidly.

P A R T N E R W I T H K E Y O P I N I O N L E A D E R S A N D I N F L U E N C E R S

A F O C U S O N F A C E B O O K

• Strategic use of samples, giveaways and premium photography will encourage

influencers’ followers to share our content and message• Content generated by influencers will be shared on our Facebook page

• Quizzes, games and questionnaires to encourage interaction• Leverage popular content from our Facebook communities in Japan and Korea

• Feature trending marketers’ products and brands • Collate and share all campaign and influencer content on one central platform

D E E P E N I N G O U R C O N S U M E R C O N N E C T I O NB U I LD I N G ON TH E S U CC E S S OF O U R 2 0 14 /1 5 CON S U M E R M AR KE TI N G CA M PAIG N ,

TH E AU STR ALIAN M ACADA M IAS B R AN D I S S E T TO G AI N E VE N MOR E TR AC TION

WITH TAIWAN E S E CON S U M E RS I N TH E COM I N G YE AR .STR ATE G IC OB JE C TIVE S

A MU LTI - ME DIA APPROAC H

To continue the momentum achieved in Taiwan to date, a fresh 12-month marketing plan is now in place, underpinned by two core objectives:

M E D I A C O LL A B O R ATI O N S TO A M P LI F Y O U R S TO RY

Partnerships with the most popular and relevant websites, newspapers and magazines will deliver valuable brand

exposure to a broad audience via press coverage and advertorials. Focus on key events to maximise exposure:

C O N T I N U E T O D R I V E C O N S U M E R AWA R E N E S S O F O U R B R A N D A N D P R E M I U M P O S I T I O N I N G

S T R E N G T H E N B R A N D P R E F E R E N C E A N D P R O D U C T U S E

CHRISTMAS ‘Best for Christmas Party’ sponsorship of relevant sections in news / lifestyle publications MOTHERS’ DAY‘Say Thanks to Your Mum’ family and parenting focused campaign

VALENTINE’S DAY ‘Romantic Meals’ ideas and lessons with cooking / food title

AMS024 MACADAMIA 2PP TAIWAN TP.indd 1

18/09/2015 9:56 am

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W E B S I T E R E J U V E N A T I O N

C O N T E N T M A R K E T I N G A N D S O C I A L M E D I A

A S M A R T A P P R O A C H T O

2015/16 WILL SEE OUR DOMESTIC

CAMPAIGN RESTRUCTURED TO MAKE

THE CONSUMER WEBSITE THE CORE

OF ALL ACTIVIT Y. THE WEBSITE WILL

BE UPGR ADED WITH REFRESHED A

LOOK AND FEEL , UPDATED CONTENT,

BETTER INTEGR ATION WITH OUR SOCIAL

CHANNELS AND IMPROVED SEO.

CONTENT IS A CRITICAL DRIVER OF SUCCESS IN SOCIAL MEDIA . THIS YEAR WE ’RE CONTINUING TO

CREATE AND CUR ATE HIGH QUALIT Y CONTENT COVERING OUR FOUR ESTABLISHED CONTENT PILL ARS:

Our content is a rich mix of recipes, images, videos, infographics, calendars and grower profiles. Importantly, this will be developed in consultation with all our global agencies, ensuring we maintain ownership of how our brand is represented in all markets and delivering financial economies by reducing the need for individual agencies to produce original content.

This international collaborative approach will also apply to our social media program, with all agencies sharing their key highlights and learnings in their individual programs, enabling newer markets to benefit from the experiences of those that have been established for longer.

TASTE • HEALTH • AUTHENTICITY & HERITAGE • SUSTAINABILITY

WEBSITES

SOCIAL MEDIA

PUBLIC REL ATIONS

SPONSORSHIPS

BR AND AMBASSADORS

EVENTS

ADVERTISING & ADVERTORIALS

BLOGS

POWER BLOGGERS

E-NEWSLETTERS

E N G A G E M E N T

C O N S U M E R

A R ANGE OF COMMUNICATION

PL ATFORMS ACROSS

MULTIPLE MARKETS

This multi-platform approach has a proven track record of success enabling direct communication

with a significant volume of consumers and authentic,

multi-layered brand story telling.

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2015 marks the start of an exciting new chapter as the Australian Macadamias brand steps into the spotlight in China for the first time. Our strategic launch campaign will initiate a conversation with Chinese consumers, introducing them to this global sensation.

KEY OPPORTUNITIES:

• Increasing consumer awareness of macadamias

• Showcasing the applications for kernel, to stretch consumers beyond their current preference for in-shell

• Increase consumption frequency

• Showcase Australia as the clean, green origin of the world’s best macadamias

Powerful and emotive core messages will be communicated to our strategically selected target market of female consumers seeking natural and nutritious snacks and quality nutrition, especially approaching pregnancy and throughout motherhood.

A N D P R O M O T E T H E B E N E F I T S O F M A C A D A M I A S U S I N G

P E R S U A S I V E N E W T E C H N O L O G I E S A N D C H A N N E L S

A comprehensive promotional program will be executed in each of our markets throughout 2015/16, each individually tailored to the dynamics and current status of our product in each market.

A U S T R A L I A

Drive consumer awareness of the macadamia story

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ONLINE TV

SOCIAL & DISPLAY ADVERTISING

KEY OPINION LEADERS

WEBSITE

POPULAR CHINESE SOCIAL MEDIA

PLATFORMS

Our 2015/16 campaign will engender even more national pride for our much-loved native nut and consolidate their position as a delicious, premium and healthy lifestyle choice.

Multi-layered story telling and user generated content will be key this year and we’re focused on the effective delivery of premium content to a forecast audience of 40 million people.

P U B L I C R E L ATI O N S

C O N S U M E R E - N E WS L E T TE R

S O C I A L M E D I A

E V E N T S P O N S O R S H I P S

will grow our influence in key market segments via our brand ambassador program

and media campaigns.

currently hitting 10,000 inboxes with every issue,

this will be published more frequently as we seek to

actively grow our subscriber base.

will keep the conversation with consumers flowing

across multiple channels including Facebook, Twitter,

Instagram and YouTube.

in our local growing regions will encourage the use of macadamias in cooking

demonstrations and form key social media events

throughout the year.

Using paid and owned media channels,

our brand will be seen in all the right places.

C R E A T I N G A P O W E R F U L F I R S T I M P R E S S I O N

D R I V I N G P R I D E , P A S S I O N A N D D E M A N D

C H I N A

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LIVE EVENTS IN TOKYO will create buzz, facilitate first-hand interaction with media and influencers and create engaging social media content.

A SHIFT FROM GENER AL BLOG CAMPAIGNS TO CONTENT

MARKETING will produce daily social media content to deepen consumers’ understanding of our product and provide constant cues for consumption.

A RENEWAL OF OUR JAPANESE WEBSITE will make it a content and promotional hub that better reflects our brand. Enhancements will include integrated social media activity, new recipe functionality, easier access to other popular content and a more responsive user experience on mobile devices.

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J A P A N

In 2015/16 we’re bringing our story to life more vividly than ever before, with a suite of online and offline activity designed to bolster the emotional connection that Japanese consumers feel with our product.

B R I N G I N G T H E M A C A D A M I A S T O R Y T O L I F E

After rapid growth of our marketing platforms and channels in the last two years, this year we’re capitalising on the buzz by sharing our unique brand story with new audiences to stimulate interest and demand among new market segments and industry leaders.

FACEBOOK AND OUR BLOG enable direct dialogue with our fans and we will continue to share engaging content based around proven content pillars: recipes, health & lifestyle, Australia and our brand story. Competitions and questionnaires will also feature and more vegan macadamia recipes will be developed to tap into this growing dietary trend in Germany.

ADDITIONAL SOCIAL MEDIA CHANNELS will be explored this year, including Instagram and Google+.

BLOGGER PARTNERSHIPS will see participating bloggers promoting creative macadamia recipes, innovative usage ideas and our unique brand heritage to their large and loyal audiences.

CELEBRIT Y AND BR AND PARTNERSHIPS will be formed for the first time in this market with tailored content and online events being developed to amplify our message.

FACEBOOK AND GOOGLE SEARCH ADVERTISING will complement our owned media channels and drive targeted growth.

C A P I T A L I S I N G O N O U R M O M E N T U MG E R M A N Y

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FACEBOOK will continue to be the key communication channel and this year we’re creating more of the fun and interesting lifestyle content that has grown engagement on this platform so rapidly.

COLL ABOR ATIONS WITH INDUSTRY LEADERS, BLOGGERS AND IDENTITIES focused on family, cooking, style, health and beauty will amplify our message and credibly demonstrate innovative uses for macadamias.

WE ’RE EMBR ACING MOBILE TECHNOLOGY by taking advantage of emerging digital advertising platforms. Interactive mobile ads will reach our core target audience using intelligent targeting to increase consumption.

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T A I W A N

Building on the success of our previous consumer marketing campaign, the Australian Macadamias brand is set to gain even more traction with Taiwanese consumers in the coming year.

D E E P E N I N G O U R C O N N E C T I O N

With an already dominant market share of over 85%, the year ahead is all about communicating the Australian origin story to increase consumption and build a wider audience.

TV EXPOSURE via a partnership with a new national TV program will result in a 30-minute segment showcasing macadamias as the superfood of Australia.

FACEBOOK will continue to facilitate meaningful connections with consumers via a consistent monthly program of new content and interactive mini-events.

POWER BLOGGER PARTNERSHIPS will amplify our message and enable authentic connection with new consumer groups, demonstrating innovative ways to use macadamias and incorporate them into a modern healthy lifestyle.

E X P A N D I N G O U R A U D I E N C E A N D I N F L U E N C ES O U T H K O R E A

with the most popular and relevant websites, newspapers and magazines will expose our brand to a broader audience.

MEDIA PARTNERSHIPS

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B Y E F F E C T I V E M A N A G E M E N T O F T H E P R O G R A M A N D B Y P R O V I D I N G

M O R E I N F O R M A T I O N A N D R E A S O N S T O A D O P T I N D U S T R Y S T R A T E G I E S

A N D M E S S A G I N G I N C O M M E R C I A L B U S I N E S S E S

M A R K E T D E V E L O P M E N T M A N A G E R

M A I N T A I N I N G O U R U N I Q U E D A T A S U I T E

Leveraging our investment through

the supply chain

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The MDM has contributed significantly to the overarching industry goal of increasing productivity and grower profitability, with a focus on four outcomes:

In the past 12 months, the MDM’s results have been particularly strong, with overwhelmingly positive grower feedback, active participation by primary marketers increasing to 85% and partic-ipation by secondary marketers being tracked for the first time.

In late 2014, Horticulture Australia Limited was restructured to become Horticulture Innovation Australia. In 2015/16, the MDM will work closely with HIA management to evolve the macadamia marketing program to meet the needs of the new structure while continuing to build on the successful strategies that have achieved such strong grower and marketer involvement.

The Australian macadamia industry has the unique ability to collate publicly available information with its own data and that of international collections and overlay it with market intelligence and commercial insights. The result is detailed and perceptive reports that have become highly reputable.

Furthermore, our cache of superior information has shaped our understanding of the Chinese market to date and we have been able to provide growers and marketers with critical, real time information to guide sound commercial decision-making.

IN 2015/16 THIS APPROACH WILL CONTINUE , KEEPING GROWERS

AND MARKETERS INFORMED OF ISSUES THAT MAY IMPACT THEIR

BUSINESSES AND HELPING GUIDE THE INVESTMENT OF LEV Y FUNDS.

The appointment of a Market Development Manager (MDM) by the AMS in 2009 has enabled a close working relationship with growers, marketers and Horticulture Innovation Australia (HIA) to develop and implement the annual investment plans.

MARKET INTELLIGENCE

COMMERCIAL INSIGHTS

D R I V I N G C O N T I N U E D S T R O N G D E M A N D F O R AU S T R A L I A N M AC A DA M I A S

E N S U R I N G AU S T R A L I A N M AC A DA M I A S AC H I E V E A P R E M I U M P R I C E OV E R O T H E R O R I G I N S

M I N I M I S I N G VO L AT I L I T Y I N W H O L E S A L E P R I C E S

I N C R E A S I N G T H E W H O L E S A L E P R I C E AV E R AG E OV E R T I M E

PRIM ARY M ARKE TE R E NG AG E M E NT

FOR FURTHE R INFORMATION FE E L FRE E TO CONTACT US: +61 2 6622 493 3 | W W W. AUSTR ALIAN - MACADAMIAS.ORG