Spreading the Avo-Can-Do spirit on National Avocado Day

On Thursday 31 July, Australian Avocados turned up the energy for National Avocado Day with a lively, feel-good campaign built around our ‘Avo-Can-Do’ brand platform. The activation was all about celebrating the delicious and nutritious qualities of Australian Avocados and the positive, can-do spirit they inspire.

With physical and mental health increasingly top-of-mind for consumers, the campaign taps into the rising popularity of breakfast raves – a fresh, new morning wellness ritual for Australians looking to start their day with more joy. This year, Australian Avocados joined the movement with a pop-up breakfast rave in Bondi, Sydney.

Set against the iconic Bondi Beach sunrise, the event attracted Sydneysiders to dance into the day with live DJ sets, a free avocado breakfast, and all the good vibes. To fuel the fun (and the week ahead) early attendees received a limited–edition Avo Breakfast Rave Six Pack – a playful twist on the classic party sidekick, filled with six fresh Australian avocados. These special packs were also distributed to top-tier media and influencers to help spread the message.

This high-energy activation was designed to build buzz across earned and owned media channels, with influencer content and live coverage (including a Today Show live cross) that ensured strong visibility for Australian Avocados in the lead-up and on the day. Unfortunately, wet weather in Sydney on the day did dampen the event a bit.

Key elements of the campaign included:

• Bondi café partnership: The event was hosted in collaboration with Lamrock Cafe, an established Bondi café known for its vibrant morning culture and bringing community together.
• Live DJ set: A popular DJ headlined the rave, spinning feel-good tunes to draw a crowd and attract media attention.
• Media outreach: A ‘what’s on’ release was shared with lifestyle, food and wellness media, with top-tier outlets like Today covering the event in real time. The Today live cross reached an estimated audience of 1,930,000. The segment was also shared online via 9Now HERE reaching an additional 1,100,000. A segment also aired on 10 News Lunchtime achieving an estimated reach of 55,000. The NOVA Radio spot reached an estimated listenership of 788,069.
• Influencer content: Selected food, health and wellbeing influencers promoted the event ahead of time and shared content on the day to amplify reach.

This fun activation was a creative way to keep Australian Avocados top-of-mind, highlighting their place in healthy breakfasts and feel-good morning routines. With strong media and influencer support, National Avocado Day shined a light on the fruit’s role in supporting both physical and emotional wellbeing, while inspiring the positive, can-do attitude at the heart of the brand.

See the TODAY Show 9Now LIVE cross HERE | Hear the live to air announcement on NOVA HERE

Visit our Marketing Blog HERE to stay up-to-date with the 2025 domestic marketing program.

PLUS the latest TVCs are now up on our marketing Blog HERE

This article appears as part of the 1 August 2025 issue of Guacamole, AAL’s enewsletter.

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