Influence in action: Powerful partnerships amplify the Australian macadamia story

Influencer marketing has emerged as a powerful tool in the modern marketing arsenal, with the potential to deliver impressive results. Leveraging the credibility of popular personalities to connect brands with their target audiences in an authentic and impactful way, it has proven to be an effective component of the Australian Macadamias marketing strategy, helping to expand our global footprint.

We have recently partnered with a new generation of influencers in Japan, South Korea, China and Australia, leveraging the trust and connection these food and lifestyle experts have built with their large and engaged audiences. The macadamia content these partnerships generate is helping to amplify the taste, versatility and origin story of Australian grown macadamias to consumers in these markets in a way that’s boosting the visibility, familiarity and relevance of our product.

Japanese and South Korean influencers visit macadamia country

The lush landscape of the New South Wales Northern Rivers district is one of Australia’s major macadamia growing regions. Representing 27% of Australia’s macadamia production, it is affectionately known as ‘macadamia country’. We recently invited food, travel and lifestyle influencers from Japan and South Korea on a four-day educational tour of the region, immersing them in the multi-layered Australian macadamia story.

Bringing these highly skilled content creators onto Australian soil has seen them generate and share macadamia content with their collective audience of more than 1.5 million, taking their followers along for the ride as they experienced Australian macadamia orchards, recipes, menus and products and met growers, product innovators and chefs.

Highlights of their time in macadamia country included:

Personal experience proves potent

In-person familiarisation with a product or brand is considered the gold standard in influencer marketing due to its immersive nature. The resulting content is often more insightful and impactful, driving higher engagement and effectively conveying the brand’s value to a broader audience.

Influencer marketing in China helps rise above the noise

The Australian Macadamias marketing program leverages festivals and celebrations in all key markets, with Chinese New Year being one of the most notable.

This year we partnered with seven influencers to optimise our messaging at a time when heavy online brand activity makes it challenging to cut through. With expertise across a host of topics including food, lifestyle, parenting and fitness, the influencers posted their Chinese New Year macadamia content on RED, one of China’s newer and fastest-growing social media platforms.

Hampers of macadamia products and macadamias in-shell were gifted to the influencers. They used these to create original content promoting macadamia consumption during the holiday period. With the influencers specialising in different niches, their content showcased a variety of macadamia uses and benefits, from their gifting and entertaining potential to their healthy fats and suitability to post-exercise snacking.

Macadamia chia pudding goes viral in Australia

Back home, we have established relationships with many food, health and lifestyle influencers to help amplify key macadamia messaging in the domestic market.

Follow our channels

We thank our teams in Japan, South Korea, China and Australia for helping us to establish and nurturing these vital influencer partnerships.


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Influence in action: Powerful partnerships amplify the Australian macadamia story

Influencer marketing has emerged as a powerful tool in the modern marketing arsenal, with the potential to deliver impressive results. Leveraging the credibility of popular personalities to connect brands with their target audiences in an authentic and impactful way, it has proven to be an effective component of the Australian Macadamias marketing strategy, helping to expand our global footprint.

Meet the people behind Australia’s macadamia harvest

Australia’s macadamia industry is home to around 800 growers, primarily located in rich and fertile growing regions extending along the country’s east coast. Right now, it’s their busiest time of year with harvest in full swing.

Dispelling the myth: Scientific research confirms the truth about nuts and weight gain

In a world where dietary trends fluctuate, one fact remains steadfast: nuts are a nutritional powerhouse, offering a medley of flavour, texture and health benefits. Despite their culinary allure and proven advantages, a lingering misconception persists – the unfounded notion that nuts contribute to unwanted weight gain. However, a host of recent scientific research has debunked this myth.

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