Australian Avocados Marketing Update 24/11/17
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.
Digital campaign to keep avocados “top of mind”
As part of Hort Innovation’s grower levy-funded marketing activity for the industry, a three-month digital campaign is underway to keep avocados top of mind.
The latest digital activity has now been live for about eight weeks, with a month remaining of the activity. This campaign involves playing the 30-second television commercial (TVC), and includes placements on catch-up TV sites such as Tenplay and on contextually relevant websites. During the course of the campaign, there has been almost 1.6 million impressions delivered. A single impression is counted when an ad is displayed on a website.
Catch-up TV results have been particularly strong, with a 100% completion rate. That means that every person who watches the ad watched it to the very end. There has also been activity on YouTube, with the 15-second ad running before the selected video (known as a pre-roll). We have now served over 585,000 impressions across the YouTube network. The activity is currently beating all the benchmarks set, and the full results will be reported on after the campaign has finished.
Good Fat a Sydney success
The avocado pop-up restaurant in Sydney, Good Fat, has now been open for nearly three weeks (as at 24 November), with people going wild for it. There was even a fan from Tasmania, Gracie (below) who came up specifically to go to the restaurant.
The media continued to support the restaurant, with highlights including an article on Ladbible, which has more than 29 million Facebook followers worldwide, and a segment on Sunrise. With just over one week left to go of the pop-up (as at 24 November), a full wrap up will be provided upon completion. In the meantime, to check out the menu and cook some of the dishes yourself, go to the website at www.goodfatsydney.com.
This update was provided by Hort Innovation for Guacamole 24 November 2017.
Date Published: 24/11/2017