Opportunity
As fresh produce market leaders in bananas, papayas and avocados, MacKays Marketing didn’t so much as have a problem, but an opportunity. They wanted to create a clear point of difference for their red papayas in the highly competitive fresh produce category. Ruby Rise Red Papaya was born.

Solution
We developed a three-year marketing strategy that flipped traditional papaya marketing on its head. To attract a new, untapped audience of millennials and young families, we repositioned Ruby Rise Red Papaya to focus on flavour and wellness. We worked closely with the in-house team and various agencies, to develop the name, brand positioning, identity, logo, tagline, look and feel and packaging design. We built a new website, developed a social strategy, and implemented a content strategy that included a brand video (ala TVC), provenance and grower video series’ how to select, prepare and enjoy educational series and suite of POS for retail. We also helped procure a social and PR agency, procured and implemented a national merchandising program and worked closely with the category team to develop strict packing specifications so only the best fruit at market carried the Ruby Rise brand.

Results
MacKays Marketing enjoyed a big boost in papaya sales! Their distribution grew with existing supermarket customers and reached new customers and distribution. Following its launch reaching more than six million people, the Ruby Rise brand lives on and demand continues to outstrip supply.

Testimonial
“David helped me introduce and embed the consumer marketing function into our business and helped us develop and launch two new brands RubyRise Red Papaya and Arlo Avocados to the Australian market. His expertise in fresh produce, consumer marketing, FMCG, NPD, supermarkets, merchandising and business development really helped guide, educate and up-skill our internal marketing team to now proudly stand on their own feet. David is strategic, insightful, collaborative and easy to work with. I could not recommend him higher.” - Richard Clayton, CEO, MacKays Marketing

 

Services Overview

  • Category analysis

  • Brand Positioning

  • Brand Identity

  • Creative campaign development

  • Consumer, b2b marketing strategy

  • Retail strategy, merchandising activation

  • Media and digital strategy

  • Program delivery and management

  • Program monitoring & evaluation plan

  • Research and category data identification and procurement

  • Website and POS design

  • Development of quality and packing specifications

  • Staff training and development

  • Reporting