Golden Circle has partnered with brand activation agency Because to launch a new multi-phased brand activation campaign, 'Calling All Platriots', designed to encourage chefs, quick-service restaurants (QSRs), and foodservice distributors to switch from imported pineapples to Australian-grown ones.

The FMCG brand, part of the Kraft Heinz Foodservice group, claims to be the only manufacturer in the sector offering a full range of 100% Australian-sourced canned pineapples, a result of recent investments by Kraft Heinz in expanding local pineapple crops and partnerships with Australian growers.

"We are incredibly proud to be the only manufacturer of 100% Aussie-sourced pineapples for the foodservice industry with Golden Circle. 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," said head of marketing - Foodservice and Export, ANZ, Marisa Sharma.

The campaign highlights the superior quality and taste of Aussie pineapples and aims to get the locally grown fruit back on menus and plates across the country. It includes a video content series featuring chefs from Melbourne, Sydney, and Brisbane showcasing their culinary creations using Golden Circle Australian grown pineapples.

The campaign also features 'Froot Camp', an immersive experience where chefs visit Golden Circle’s Brisbane factory and the farms where the pineapples are grown.

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

The final phase of the campaign is a trade promotion, incentivising industry professionals to switch to Golden Circle Aussie grown pineapples. The campaign employs a targeted communication strategy across social media platforms such as YouTube, Instagram, and Facebook. Because is a brand activation agency that creates brand experiences blending experiential, social, digital, and virtual elements.