Throughout June, Austrade in Beijing partnered with one of China’s largest e-commerce platforms, JD.COM, to launch a digital promotion campaign – the ‘Australian Fresh and Healthy Festival’.
Each week of the month was dedicated to promoting one category of Australian food and beverage. The objective: to raise awareness and educate consumers on Australian fresh and premium products.
To support the campaign, guest speakers were invited to join our first ever livestreaming campaign utilising Austrade’s WeChat mini-program platform.
The four-week campaign started with ‘Chill Fresh’, which showcased information about Australian beef, lamb, seafood, yoghurt and fruit. Week Two was devoted to the ‘Aussie Brekkie’ and featured Australian cereals, milk, honey and nuts.
Week Three was called ‘Mum and Bub’, and covered infant milk formulas, baby food, maternity products and skincare. The last week in June was dedicated to ‘Healthy Boost’ products, and it focussed on all types of Australian health supplements.
A total of 600 SKUs were available on the JD.COM platform during the campaign, which resulted in strong sales of Australian products.