To create hype and fuel demand, Crossman launched the campaign with a bang in 2012, enlisting celebrity cook Poh Ling Yeow to lead the charge in-store and catapult the fruit into the mainstream market with recipes, TV appearances and media interviews. Year on year, we added to our content arsenal to include demonstration videos hosted by Poh, new imagery and serving suggestions, tips and fact sheets. Most recently we created Facebook and Instagram campaigns, and used beautiful content, videos, competitions, and advertising to boost impact.
Four years on, Crossman has helped transform the profile of persimmons, with key media and food bloggers quick to include the autumn globes in food features. The launch of new social platforms proved very successful, helping us to leverage existing content, amplify media wins, extend our reach, educate Aussies and drive website traffic.
90+ milliontotal audience
3000+demonstration video views