Apple and Pear Australia (Apal) kicked off its Hailstorm Heroes pear campaign on 1 May, with retailers Woolworths, IGA and Aldi signing on to sell a portion of pears that have minor visible hail damage.
The industry body developed the campaign following last year's hail storms in Victoria’s Goulburn Valley, Australia’s leading pear growing region, which affected a number of growers.
Advertisements featuring the Hailstorm Heroes, including the Guru pear and Battler pear, are running throughout May on radio, in print and at shopping centres. The campaign includes public relations activities targeting online sites and bloggers, as well as magazines.
