For more than 150 years, pineapple growers have proudly cultivated one of Australia’s most iconic fruits. But despite their rich heritage and popularity, homegrown pineapples were competing for attention in an increasingly crowded produce market, where consumers often viewed pineapple as a seasonal summer fruit rather than an everyday staple.
That’s when Australian Pineapples turned to Bespoken with a bold and flavourful brief: revitalise the brand and remind everyday Australians that pineapples are the taste of summer all year long.
We developed an integrated marketing and communications strategy that brought growers’ stories to the forefront, refreshed the brand’s identity and strengthened its digital presence.
Through compelling content, creative storytelling, media engagement and a consumer-friendly website, we showcased the passion, heritage and quality behind the juicy, joyful and energising fruit we all know and love.
Our focus was to strengthen the connection between consumers and local growers, positioning Australian pineapples as a household staple beyond summer. By inspiring new occasions for consumption, sharing practical recipe ideas and demonstrating just how easy pineapple can be to prepare and enjoy, we aimed to broaden the fruit’s appeal and drive year-round consumption.
Ultimately, we wanted to bring pineapples back into Aussie hearts (and their shopping baskets).
Want to know more about how we can help your brand, business or organisation to be seen, be heard and be bold? We have lots of ways to reach out.
Did we mention the coffee is on us?
For more than 150 years, pineapple growers have proudly cultivated one of Australia’s most iconic fruits. But despite their rich heritage and popularity, homegrown pineapples were competing for attention in an increasingly crowded produce market, where consumers often viewed pineapple as a seasonal summer fruit rather than an everyday staple.
That’s when Australian Pineapples turned to Bespoken with a bold and flavourful brief: revitalise the brand and remind everyday Australians that pineapples are the taste of summer all year long.
