Australians are not eating enough fruit. In fact, more than 80% of Australian children and adults are not consuming their recommended daily serves from fruit alone. However, new research from CSIRO shows including a small glass of fruit juice with no added sugar into the diet can contribute to closing this nutrition gap and can more than double the number of people meeting their daily fruit intake. FORWARD recently worked with The Daily Drinks Co. and Fruit Juice Australia to develop a major communications program to influence the conversation and provide a more balanced view about the role that fruit juice with no added sugar can play in a healthy balanced diet.
This was the first step in a longer-term communications and engagement strategy to educate and stimulate long-term opinion change about fruit juice.
The campaign was an industry initiative led by The Daily Drinks Company and Fruit Juice Australia with co-funding from other stakeholders and manufacturers including Citrus Australia, Nudie Juices, Grove Juices, The Original Juice Co. and Nippy’s.
FORWARD developed an integrated communications and content campaign designed to deliver fact-based and responsible messages that were endorsed by a credible third party and would attract the attention of news and lifestyle media, bloggers and consumers.
Key elements of the campaign included:
– The release of new scientific data from CSIRO that supported the role that fruit juice could play in the diet. These are results from an analysis of the National Nutrition and Physical Activity Survey involving more than 12,000 children and adults, the most comprehensive health survey ever conducted in Australia.
– Two key spokespeople delivered the campaign messages:
– Malcolm Riley CSIRO (researcher) – targeting news media and to help share the research and nutrition insights and messages.
– Robyn Lawley (campaign celebrity ambassador) – targeting lifestyle and women’s media and video content to help engage consumers and translate the scientific nature of the material into everyday language, tips and advice.
– Development of visual and written content and collateral to help educate media, stakeholders and consumers about the campaign nutrition messages. Content included infographics, videos, social media and blog posts – distributed and amplified through mainstream media and across partner websites and social channels.
– A media and blogger campaign launch event to introduce our spokespeople and directly answer questions that would help the media to understand the campaign’s purpose and key messages.
– Messaging and communications principles that were grounded in responsible consumption of fruit juice with no added sugar that included key messages about:
– Portion Control
– Frequency of consumption
– Fresh fruit promoted as the first choice
– As part of a healthy balanced diet and active lifestyle
The campaign launched in August 2015 with a positive response from media with coverage that exceeded expectations in terms of volume of coverage, reach, pick up of key messages, tone, sentiment and use of our spokespeople.
Examples of coverage include The Project, The Morning Show, The Daily Telegraph, The Courier Mail, The Age, The Sydney Morning Herald, Women’s Weekly, Marie Claire, Daily Mail, Rescu, Yahoo!7 and multiple talk back radio segments. Overall coverage resulted in 23.9M OTS with over 360 pieces of media coverage with 2.98M social OTS.
In November 2015, there will be a second burst of activity to continue share the content and information with Australians and help educate them about the positive role that responsible fruit juice consumption can play in our diets.