Australian Avocados Marketing Update 13/10/17
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.
myfoodbook an avocado promotion success
As part of Hort Innovation’s levy-funded marketing activity for the industry, Australian Avocados worked with myfoodbook in 2016 to create and develop a range of avocado recipes, that could be then used across social media, and the Australian Avocados and myfoodbook websites. The recipes have now been on the myfoodbook website for a year, and have proved very popular amongst consumers. In that year, ending 1 October 2017, the Australian Avocados recipes have been viewed more than 154,000 times. The most popular recipe was the avocado, garlic and cheese pull-apart bread, which had more than 23,000 engagements, which included recipe views, saves, shares, video views and social actions.
The Australian Avocado digital activity went live on 10 September 2017. This activity involves showing four perfect match videos, as well as the 15 second TV Commercial, and is targeted towards females 25-49.
The aim of this activity is to generate a high level of awareness, with the goal of the campaign to reach more than 1.7 million eyeballs over its duration. The activity will be tailored to relevant environments (i.e Mamamia.com.au for its female audience, and ‘food, lifestyle and health’ related websites for contextual relevancy), as well as on premium catch-up TV placements on 9Now, tenplay etc.
The results for the first three weeks of the campaign were great. The avocado videos were delivered nearly 560,000 impressions in this period. An ‘impression’ is when an ad is displayed on a webpage.
The Australian Avocado digital activity allows us to reach a large amount of our target audience where they are increasingly viewing their media. An example of this was an episode of The Bachelorette that aired on tenplay last week, in which Australian Avocados ads were placed. This single episode on catch-up TV had more than 179,000 viewers on, which were higher viewing figures that the Game of Thrones finale!
This update was provided by Hort Innovation for Guacamole 13 October 2017.
Date Published: 13/10/2017