Following the triumph of the MOYA award-winning Sumo Citrus campaign in 2016, Matt Crouch, a respected leader in the fresh produce branding world and Creative Director of Soto Group, has become a prominent voice in the industry. Recognised for his expertise, Matthew was subsequently invited to serve as a judge for the esteemed MOYA awards. Leveraging his extensive experience and achievements, Matt generously shares actionable insights on crafting standout campaigns within budgetary constraints, ensuring they measure up to the prestigious MOYA award standards.
What are the MOYA awards?
The MOYA Awards, or Marketer of the Year Awards, stand as the pinnacle of recognition for exceptional achievements in fresh produce and floral marketing within Australia and New Zealand.
Established in 2012 through a collaborative effort between the International Fresh Produce Association Australia-New Zealand and Produce Plus magazine, MOYA was conceived to honour the innovative marketing endeavours driving the success of the fresh produce and floral industries.
Initially, MOYA held a prestigious position as the sole award presented at the annual PMA Fresh Connections Gala Dinner, serving as a beacon of excellence in marketing. However, in 2017, AUSVEG and PMA Australia-New Zealand united to inaugurate Hort Connections, marking a pivotal moment as the MOYA Awards were incorporated into the Horticulture Awards for Excellence. This evolution further solidified MOYA’s significance within the industry landscape.
Each year, from a pool of submissions, a select group of finalists is chosen to showcase their campaigns at the MOYA Award Showcase, a prominent feature of the Hort Connections trade show floor. This platform not only celebrates the achievements of the finalists but also provides invaluable insights and inspiration for industry professionals striving for marketing excellence in fresh produce and floral sectors.
Mastering the Art of Fresh Produce Marketing: Insights from a MOYA Winner:
In 2016, Matt Crouch, the then Marketing Manager of Freshmax Group, clinched the coveted MOYA award for his groundbreaking campaign for Sumo Citrus, a distinctive variety of Mandarin renowned for its larger size, seedless nature, and distinctive top-knot.
Leveraging a seamless blend of traditional marketing channels and cutting-edge digital platforms, Matt and the Freshmax team, orchestrated a multifaceted campaign that not only heightened consumer awareness but also spurred a significant uptick in Sumo Citrus consumption.
A standout feature of this campaign was its holistic approach to storytelling, epitomised by a collaboration with Collier Creative to craft an animated video with a poignant anti-bullying message.
In this narrative, Sumo Citrus was personified as a protective guardian, championing the cause of smaller fruits and fostering a message of inclusivity and empathy.
Additionally, Matt orchestrated a strategic partnership with Bully Zero Australia, a charity organisation uniquely aligned with the campaign’s message, further reinforcing the narrative portrayed in the animated video. This collaboration not only bolstered the campaign’s impact but also underscored Sumo Citrus’s commitment to social responsibility and advocacy against bullying.
Through this innovative storytelling medium, Matt and his team not only promoted the product but also cultivated a deeper emotional connection with consumers, elevating Sumo Citrus beyond a mere commodity to a symbol of empowerment and solidarity!
Learn from Sumo Citrus! Key points from the MOYA Award winning campaign
- Arranged a partnership with a charity that was uniquely connected to the brand message – Bully Zero Australia – which tied into the animation created for the campaign.
- Rather than invest big dollars with just one or two Macro Food Influencers, Matt ran a recipe competition with micro influencers who encouraged their network of followers, contacts and friends to vote for their recipe. The winner attended a US food blogger conference. Matt received 30 recipes for the equivalent cost of just one collaboration with a macro influencer.
- Focussed on building assets that would be valuable and useable for the long term not just the life of the campaign. By securing photographers at casual freelancer rates he was able to coordinate a number of photos shoots including an orchard shoot on location.
- Chose to go beyond the simple flavour story and into something more emotive – focussing on important themes of protection, safety, bullying and kids mental health.
- Ensured the campaign story was always told consistently and simply on all channels
- This was all mapped out in advance and when in conversations with the retailer, Matt simply asked whether “they were in or they were out?” – they were impressed and came onboard for the journey.
- An instore display competition ran to ensure that the fruit represented to retailers and customers was the same high quality as what the media purveyed.
- Matt wanted to explore the option of TV ads, but in order to keep the advertising buy investment very low, he instead chose to focus on cooking shows on secondary channels for a quality over quantity audience.
- Once the campaign was up and running, Matt ran weekly metrics reports on all activity and reach – which meant when it came time to submit for the MOYA award, they were armed and ready with the data to back it all up.
- For the final submission Matt ensured it was as polished as the entire brand campaign – making it compelling for judges to realise what had been achieved.
Top 10 expert tips on how to create a MOYA Award worthy campaign
Multichannel approach:
Utilise various platforms such as social media, email marketing, and blogs to reach a wider audience and maintain engagement across different demographics.
Be consistent:
Maintain a consistent brand voice, imagery, and messaging across all channels to establish trust and recognition among your audience.
Find a quirk:
Identify a unique aspect of your produce or brand that sets you apart from competitors, making your campaign memorable and shareable.
It needs impact:
Ensure that your campaign delivers a clear message or call to action that resonates with your audience and evokes an emotional response.
Charity element:
Incorporate a charitable aspect into your campaign, such as donating a portion of proceeds to a relevant cause, to engage socially-conscious consumers and enhance your brand’s reputation.
Track the metrics:
Utilise free tools like Google Analytics, Facebook Insights, and Mailchimp analytics to monitor the performance of your campaign and make data-driven decisions for optimisation.
Use AI:
Employ AI-driven technologies for tasks such as personalised marketing, customer segmentation, and predictive analytics to maximise campaign effectiveness without breaking the bank.
Get Micro:
Collaborate with niche micro influencers with smaller but highly engaged audiences to leverage their authenticity and reach specific market segments effectively.
Support students:
Partner with local design schools to tap into young talent for creative assets like photography and videography, offering students real-world experience while reducing costs for your campaign.
Get growers on board:
Engage with your produce suppliers to co-create content and leverage their networks for increased organic reach, fostering a sense of community and loyalty within the industry.
Matt Crouch also shares some helpful tips on how to write your MOYA Award submission:
Get writing:
Dedicate time to document your campaign journey, including insights, challenges, and successes. By consistently recording your progress over six months, you’ll amass a substantial portfolio of assets and data-driven results, demonstrating the effectiveness of your marketing efforts and ultimately leading to improved sales figures.
Highlight those sales figures and results:
Showcase the tangible impact of your campaign by emphasising key metrics such as increased sales revenue, customer acquisition rates, and engagement levels. Quantifying your achievements reinforces the effectiveness of your strategies and provides concrete evidence of success to the judges.
Make it polished, professional, and compelling for the judges to read:
Present your submission with meticulous attention to detail, ensuring that it is well-organised, visually appealing, and free of errors. Craft a compelling narrative that captures the essence of your campaign, highlighting its creativity, innovation, and market impact to captivate the judges’ attention and leave a lasting impression.
What happens when you win?
Winning a MOYA award not only validates your marketing prowess but also unlocks valuable opportunities for brand exposure and recognition. Enjoy the benefits of free media coverage, amplified social media buzz, and heightened industry visibility, which can further elevate your brand’s reputation and credibility in the marketplace.
Crafting a MOYA Award worthy fresh produce campaign doesn’t have to demand a hefty budget.
Matt Crouch’s insights, drawn from his triumphant Sumo Citrus campaign and subsequent role as a MOYA judge, unveil a roadmap for success. By harnessing a combination of creativity, strategic partnerships, and savvy resource management, marketers can carve out impactful campaigns that resonate with audiences and industry peers alike.
Through Matt’s expert guidance, we’ve learned the power of a multichannel approach, the importance of consistency in messaging, and the necessity of infusing campaigns with a unique, impactful twist. By integrating elements such as charity initiatives, leveraging free analytics tools, and embracing emerging technologies like AI, marketers can amplify their efforts without overspending.
Moreover, Matt underscores the significance of storytelling in both campaign execution and MOYA submissions. By meticulously documenting achievements, highlighting tangible results, and presenting polished narratives, marketers can not only secure recognition but also unlock a cascade of benefits, from enhanced brand visibility to increased industry prestige.
In essence, the journey to a MOYA-worthy campaign is paved with innovation, dedication, and strategic thinking. By following Matt’s expert tips and leveraging available resources wisely, marketers can transform their fresh produce campaigns into memorable, impactful experiences that resonate with audiences and industry peers alike.
Ready to elevate your fresh produce marketing game?
Connect with Matthew Crouch and the team at Soto Group to transform your campaign ideas into award-winning realities. Let’s cultivate success together!
