SYDNEY, AUSTRALIA — Food processing company Golden Circle is rallying for Australian-grown pineapples to be put back on the menu with a new multi-phased brand activation campaign created by Because.
Kraft Heinz Foodservice-owned Golden Circle wants chefs, quick-service restaurants (QSRs), and foodservice distributors to question where their pineapples are from and encourage them to switch from imported alternatives to Australian-grown.
Golden Circle is now the only manufacturer in the sector to offer a full range of 100% Australian-sourced canned pineapples, thanks to recent investments from Kraft Heinz in expanding local pineapple crops and partnerships with Australian growers.
Developed by brand activation agency Because, the “Calling All Platriots” campaign highlights the superior quality and taste of Aussie pineapples while driving a patriotic movement to get the much-loved and locally grown fruit back on menus and on plates across the country.
The initial video content series features chefs from Melbourne, Sydney, and Brisbane showcasing their culinary creations using Golden Circle Australian-grown pineapples to engage and educate chefs and food service professionals.
This is followed by “Froot Camp,” where the chefs will embark on a journey to Golden Circle’s Brisbane factory and visit the farms where the pineapples are grown. This immersive experience will offer an in-depth look at the paddock-to-plate journey, reinforcing the connection between the Australian land, its farmers, and the food service industry. The final phase culminates in trade promotion, further incentivizing industry professionals to make the switch to Golden Circle Aussie-grown pineapples.
The campaign leverages a targeted communication strategy across social media platforms such as YouTube, Instagram, and Facebook — channels where many chefs and industry professionals gather to share and draw inspiration.
Marisa Sharma, Head of Marketing for Foodservice and Export, ANZ, said, “We are incredibly proud to be the only manufacturer of 100% Aussie-sourced pineapples for the foodservice industry with Golden Circle. The ‘Calling All Platriots’ campaign is our way of encouraging chefs and other key decision-makers to join us in supporting Australian farmers and ensuring that our locally grown produce is at the forefront of the foodservice industry.”
Gareth Brock, Co-owner and Head of Strategy at Because ANZ, added, “Pineapples are a commodity within the foodservice industry, but this campaign presented a new creative opportunity for Golden Circle to differentiate by offering the only range of Australian canned pineapples. The approach was to activate and inspire our audience by telling the stories of the people along the supply chain, ensuring that they never look at the canned pineapple they cook with in the same way again.”
