MOVING a snacking tomato brand into the lighter meal and main meal segments has helped a fresh produce marketer snare a coveted title.
Costa's Elisa Siliato won the 2022 IFPA Produce Plus Marketer of the Year Award (MOYA) at the Hort Connections Gala Dinner in Brisbane on June 8.
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Ms Siliato was recognised for her work on the "Perino Tomato - Hit the Sweet Spot" campaign.
According to the judges, the campaign was a highly visible and well executed marketing campaign that helped the Perino tomato brand evolve beyond the snacking tomato category and infiltrate the lighter and main meal segments.
The campaign took a multiple-channel approach utlising public relations and media partnerships.
It reached more than 24 million people, with an engagement rate of 67 per cent, according to marketing data collated by Costa.
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This resulted in a 6pc year-on-year increase in new customers, and a 7pc increase in unit sales of Perino punnets, according to Coles IRI Scan Data.
"Winning this award is recognition of all the work that's been done over the years, but particularly over the last year with changing our approach to marketing," Ms Siliato said.
"It means a lot to get acknowledgment for that work and the impact of what marketing can do for a great product."
She thanked Australian retailer Coles for supporting the campaign and the development of the Perino brand.
"Collaboration has been key to the success of this campaign," Ms Siliato said.
"Working with our supply partner, in this case Coles, and ensuring there was supply whenever we executed any of our campaigns enabled us to succeed."
The winning campaign was chosen from a strong field of five finalists.
The four other finalists were:
- Jenny Mercer of WA Farm Direct for the '2021 Bravo Apple' campaign
- Tropical Pines marketing team for the 'Spooky Pines' campaign
- Belinda Van Schaik of Hort Innovation for the 'Australian Bananas' campaign
- Driscoll's marketing team for the 'Sweetest Batch' campaign
The 2023 IFPA-Produce Plus Marketer of the Year Award will be presented at next year's Hort Connections.
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The award continues to celebrate outstanding achievement in the field of fresh produce and floral marketing across Australia and New Zealand.
It is open to both individuals and team members from any part of the value chain.
The award was sponsored by New Zealand-based fresh produce company, Seeka.
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