14th January 2021 – Love Beets Australia launches Beet the Heat Campaign, with a purpose to inspire and educate consumers to create healthy, summer loving recipes for the whole family to enjoy!
The campaign will target shoppers in an effort to provide usage ideas for Australian grown and loved baby beets. Beet the Heat will be supported by an integrated marketing approach, leveraging both instore and online activities with a heavy focus on Facebook marketing.
Helen Warren, Head of Marketing and Innovation at One Harvest, says “with more meals being consumed at home, we are seeing a strong uplift in household penetration for our cooked and ready to eat beetroot, as well as an uplift in demographics such as young families who traditionally under index in our beetroot products”.
“Love Beets, Beet the Heat campaign will support consumers on their journey of consuming fresh Australian grown produce by delivering a multitude of delicious home made recipes including family friendly popsicles, sorbets, smoothie bowls, sweets and treats”.
In 2020, the brand extended their range of premium, ready to eat beetroot with an innovative range of marinated beetroot in new resealable packaging – lengthening shelf life and reducing food waste from farms through to households. Improving consumers’ shopping and eating experience is a major priority for One Harvest and underpins the company strategy and day-to-day operations.
Beet the Heat, campaign will continue to build upon the commitment the company has in fine-tuning the consumption experience by highlighting fun, quirky and vibrant recipes to use this summer through their range of organic, flavoured and natural baby beets.