Com­pac’s Matt Stillwell wins MOYA 2017

Matt Stillwell of Com­pac won the PMA-Pro­duce Plus Mar­keter of the Award 2017 for the ‘Spectrim launch’ cam­paign.

The Orchardist - - News -

Stillwell was un­veiled as the win­ner of Aus­trala­sia’s pre­mier mar­ket­ing award for the fresh fruit, veg­etable and flo­ral in­dus­tries at the Hort Con­nec­tions con­fer­ence and trade show in Ade­laide dur­ing the gala din­ner last month. New Zealand-head­quar­tered Com­pac launched its state-ofthe-art sort­ing equip­ment in 2016, with Stillwell head­ing up a pre­dom­i­nately on­line cam­paign that suc­cess­fully seg­mented Com­pac’s tar­get au­di­ences for the cut­ting-edge de­fect sort­ing tech­nol­ogy, iden­ti­fy­ing key per­sonas at dif­fer­ent stages of a po­ten­tial Spectrim buyer’s jour­ney.

Stillwell gen­er­ated en­gag­ing con­tent that was tai­lored to each of the key per­sona’s dif­fer­ent busi­ness needs, dis­sem­i­nated through tar­geted news­let­ters, so­cial me­dia and

demon­stra­tions.

With Com­pac’s Spectrim tech­nol­ogy com­mand­ing a higher price than other sys­tems, a mar­ket­ing cam­paign was vi­tal to cre­ate aware­ness about the ad­di­tional value it of­fers pack­houses, in­clud­ing re­duc­ing man­ual labour costs and

en­sur­ing con­sis­tent eat­ing ex­pe­ri­ences for con­sumers.

The suc­cess of the cam­paign was ev­i­dent not only in the im­pres­sive sales re­sults – hit­ting more than A$50m in its first year – but also in the boost it of­fered to the brand rep­u­ta­tion of fresh pro­duce sorted with Spectrim, and the po­si­tion the tech­nol­ogy has se­cured as world

lead­ing.

Stillwell said it was an hon­our to win the award.

“It was amaz­ing to go up against some great mar­ket­ing cam­paigns and fel­low mar­keters,” Stillwell said. “Win­ning the Mar­keter of the Year Award will lift Com­pac’s and Spectrim’s pro­file, and hope­fully will help lead­ing pro­duce brands and mar­keters re­alise the im­por­tance of pro­tect­ing their brand rep­u­ta­tion and the role a prod­uct like Spectrim can play in en­sur­ing

the qual­ity eat­ing ex­pe­ri­ence for the con­sumer.”

Com­pac’s win­ning Spectrim launch cam­paign was one of a strong field of fi­nal­ists for the Mar­keter for the Year award.The five fi­nal­ists in­cluded: Aus­tralian

Truss Toma­toes for the ‘Vine ripened. Hand

picked. Never bet­tered.’ cam­paign; Craig Per­ring of Hor­ti­cul­ture In­no­va­tion Aus­tralia for the ‘Se­cret Serve’ onion cam­paign; Ze­spri’s sales and mar­ket­ing team for the ‘Go for Gold’ cam­paign to in­crease sales of Ze­spri SunGold

ki­wifruit in Aus­tralia; and Ju­lian Car­bone and the Lenswood Ap­ples mar­ket­ing team for the ‘Rockit Ap­ple’ cam­paign that launched the snack­ing ap­ple in Aus­tralia.

Matt Stillwell

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