Matthew Crouch of Freshmax Australia was unveiled as the winner of Australasia’s premier marketing award for the fresh-produce and floral industries at the PMA Fresh Connections conference and trade show in Brisbane last week.
Freshmax holds the exclusive marketing rights to Sumo Citrus mandarins in Australia and New Zealand, supplying Woolworths stores with the unique-looking, top-knotted, larger mandarin from July to August.
PMA says Mr Crouch and the Freshmax team, using traditional and digital media as well as in-store tastings, raised awareness and increased consumption of the fruit.
Freshmax also worked with Collier Creative to produce an animated video with an anti-bullying message, portraying Sumo Citrus as a gentle giant and defender of smaller fruits. The campaign also took on a longer-term ethical approach by teaming up with the Bully Zero Australia Foundation, which now uses the Sumo Citrus animation at its workshops at schools across the country.
The judges singled out Sumo Citrus as a unique, creative and impactful campaign.
“Consumers love variety when shopping for fresh produce and yet many smaller and unusual products just cannot get noticed,” PMA Australia-New Zealand CEO Michael Worthington said. “This campaign really does do a great job at grabbing consumers’ attention, and we really liked the way they made the connection with the very worthwhile charity for anti-bullying, Bully Zero.
“Overall, it was a very well thought-out and executed campaign and a very worthy winner of this year’s premier marketing award for our industry.”