Golden Circle wants chefs to embrace Aussie-grown pineapples, via Because campaign

September 26, 2024 2:52

Kraft Heinz’s Golden Circle is calling on the hospitality industry and food service distributors to fully adopt Australian-grown pineapples in their operations, via a campaign from brand activation agency, Because.

The ‘Calling All Platriots’ platform draws attention to Australian pineapples’ second-to-none taste and quality, all the while championing its inclusion “on menus and on plates across the country”.

A series of videos sees chefs from Brisbane, Melbourne and Sydney demonstrating their culinary expertise by using Golden Circle pineapples as a key ingredient in their respective dish, allowing them to inform and engage with other chefs and food service professionals.

They also serve as a foundation to ‘Froot Camp’ – an immersive experience that will see the chefs visit Golden Circle’s factory in Brisbane, as well as the pineapple farms that support it, to see how the tropical fruit goes from the field to the plate. ‘Calling All Platriots’ is also expected to leverage a trade promotion to help industry workers convert to Golden Circle’s pineapples.

“Pineapples are a commodity within the food service industry, but this campaign presented a new creative opportunity for Golden Circle to differentiate by offering the only range of Australian canned pineapples,” said Because ANZ’s head of strategy and co-owner, Gareth Brock.

“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.”

Thanks to partnerships with domestic growers and crop investments made by Kraft Heinz, Golden Circle now bears the status of being “the only manufacturer in the sector to offer a full range of 100% Australian sourced canned pineapples”.

According to Marisa Sharma, head of marketing – food service and export for ANZ at Kraft Heinz, the campaign is a way for the company to uplift local farmers and solidify Australian produce as a staple in the foodservice sector.

“We are incredibly proud to be the only manufacturer of 100% Aussie-sourced pineapples for the foodservice industry with Golden Circle,” Sharma expressed.

“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 food service industry.”

The platform is powered by a targeted communication strategy playing across social media, including Facebook, YouTube and Instagram.