Golden Circle is issuing a rallying cry for Australian-grown pineapples to be put back on the menu, with a new multi-phased brand activation campaign created by Because.
Chefs, quick-service restaurants (QSRs), and foodservice distributors are being asked to question where their pineapples are from, while encouraging them to make the switch from imported alternatives to Australian-grown.
Golden Circle is now the only manufacturer in the sector to offer a full range of 100 per cent Australian sourced canned pineapples.
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 foodservice 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 foodservice industry.
The final phase culminates in a trade promotion, further incentivising industry professionals to make the switch to Golden Circle Aussie grown pineapples.
“We are incredibly proud to be the only manufacturer of 100 per cent Aussie-sourced pineapples for the foodservice industry with Golden Circle,” said Marisa Sharma, head of marketing – Foodservice and Export, ANZ.
“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.”