australian cherries
OVERVIEW
Australian Cherries needed to establish premium market leadership simultaneously at the trade and consumer levels in Hong Kong and Shanghai during the critical December-to-February festive window. With Hong Kong serving as Australia’s second-largest cherry market, the commercial stakes were exceptionally high. The brand needed to build deep trust with key retail partners while generating powerful consumer demand to drive sales during Christmas and Chinese New Year.
THE STRATEGY & FUNNEL
We deployed an integrated dual-city strategy to seamlessly connect trade credibility directly to consumer purchase intent:
- Dual-City Trade Launch Events: Hosted exclusive launch events connecting Australian growers directly with local retailers in Hong Kong and Shanghai, establishing provenance and product quality at the B2B level.
- Interest-Based KOL Seeding: Partnered with targeted Instagram influencers in Hong Kong to build seasonal desirability and brand awareness across lifestyle audiences.
- On-Demand E-Commerce Conversion: Integrated with Foodpanda and Pandamart via targeted in-app media and display ads, intercepting high-intent shoppers to convert interest into immediate purchases during peak festive moments.
CREATIVE & EXECUTION
The visual identity pairs rich cherry-red aesthetics with festive holiday motifs, featuring a custom kangaroo plush mascot carrying fresh Australian cherries. By combining elegant banqueting experiences with vibrant press backdrops and branded gift sets, the creative reinforced Australian Cherries as the premier gift of choice for festive celebrations.
KEY RESULTS
461.6M
27%
+61%
