Berry Basket Marketing Campaign: Breaking New Ground for Berries

The Berry Basket Marketing Campaign, led by Berries Australia and funded by Hort Innovation, promoted blueberries, raspberries, blackberries, and strawberries under a unified banner. The campaign featured TV ads, digital billboards, and social media promotions during peak supply periods. Key benefits include increased consumer awareness, cross-promotion, and year-round berry consumption. Initial data shows rising purchase frequency among consumers. Future plans focus on securing sustainable funding to continue industry-wide marketing efforts. The campaign demonstrates that collaborative promotion strengthens the entire berry category rather than individual crops competing for market share.