Out of Home (OOH) digital shopping centre screens are important to the latest Australian Avocados campaign, as the last point of contact for advertising to communicate to the shopper before the purchasing decision is made.

This form of advertising reinforces the message in consumers’ minds and helps to drive action before consumers enter the grocery store and is a critical step for the path to purchase journey.

The OOH activity in the most recent campaign included three pieces of creative featuring three different meal ideas being run on television screens located at select shopping centres across Australia to inspire consumers while grocery shopping.

Australian Avocados were booked on a total of 336 screens nationwide from 5 August to 22 September, across a variety of shopping centres (through Val Morgan Outdoor) targeting our Grocery Buyers 25-54.

The reach of this activity was huge with Val Morgan outdoor activity reaching more than three million people on average of 5.3 times. These results were achieved across 48 paid HD screens and five bonus screens per week across the seven-week campaign. These placements were crucial as a last point of contact for the buyers as this is one of the last interactions on their path to purchase.

About the marketing program

See the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.

This update was provided by Hort Innovation for the 12 October 2018 edition of Guacamole.