Apple & Pear Growers Association

Wright Social have been the perfect fit

Enhanced reputation of the fresh, nutritional and quality eating value in locally grown apples and pears.

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The Goal

APGASA was on a mission to increase volumes of apples and pears purchased, improve consumers’ understanding of the benefits in choosing SA grown apples and pears, and improve the community’s attitudes towards imperfect fruit (Hailstorm Heroes). Wright Social conducted a six-month engagement campaign that attracted, inspired and educated participants on the process. We did this via:

Placing the grower front and centre of a consumer-focused campaign sprint which included video profiling of young and innovative Adelaide Hills apple and pear growers
Compelling features of local businesses who pride themselves on using locally-sourced fruit
Monthly Facebook competitions (utilising the Messenger Bot tool) to give away local products and spread awareness
A week spent with Maggie Beer sharing her love for SA grown produce, cooking tips, favourite recipes & giveaways.

The Result

What we achieved:

Increased volumes of apples and pears purchased over the campaigning period.
Grew the Facebook page by 50% over a 6-month period, increased Instagram and Twitter followers by a large scale whilst maintaining a highly active and engaged target audience.
Improved sentiment around Hailstorm Heroes and an enhanced reputation of the fresh, nutritional and quality eating value in locally grown apples and pears.

“Wright Social have been the perfect fit for two campaigns I’ve run in horticulture. Heidi and her team listen to the brief, develop a strategy that is going to deliver the best outcome, are responsive to changing needs, and ultimately deliver results!”

– Susie Green, CEO, Apple & Pear Growers Association of South Australia