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 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.
1 Hendrie, G.A; Baird, D; Syrette, J; Barnes, M; Riley, M (2015). Consumption of fruit juice in the Australian population: A secondary analysis of the National Nutrition Survey 2011-12. CSIRO, Australia
2 National Health and Medical Research Council (2013). Australian Dietary Guidelines. Canberra, NHMRC
* Excludes fruit juice and dried fruit.