Australian Avocados Marketing Update 10/1/18
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.
The Australian Avocados pop-up restaurant, Good Fat, closed its doors on 1 December, after a very successful one-month activation.
Good Fat launched with an exclusive story in The Weekend Australian, coinciding with the one-year anniversary of Bernard Salt’s famous “avo-gate” column. The Australian exclusive also helped to secure Bernard Salt’s involvement in the media launch, which provided an interesting angle for the media coverage. This coverage was amplified by launching a search for someone to fill the dream job of “Head of Avo Control” at Good Fat. A job ad was posted on seek.com and pedestrian.tv, which went global. The ad was talked about 49 times in media, reaching a huge 44.1 million people globally, and was shared 41 times on social media, reaching 81.6 million people. Media highlights include an article on Ladbible, which has more than 29 million Facebook followers worldwide, and a segment on Sunrise. We received 25 job applications, with Sach Trikha, a 25-year-old from Bondi being the successful candidate. To see her menu recommendations, watch here – http://bit.ly/2qHWzoj.
A launch event was also held, with 80 high profile food influencers and media enjoyed an exclusive tasting at Good Fat by Australian Avocados generating instant social media coverage. Thanks to growers Tim and Katrina Myers and Kylie and Sam Collins for making the trip to Sydney and being great Avocado Ambassadors.
Coverage didn’t slow down once the restaurant was over; a further 55 pieces of coverage were secured during the month (of December), reaching 15.5 million people. An example of the type of content can be seen here on The Daily Telegraph’s Facebook page.
The PR campaign got amazing results, and amplified the key messaging nationwide. For those lucky enough to live in Sydney (or who were willing to travel, including one person who came all the way from Tasmania!), the food at the restaurant received rave reviews, with close to 2,000 meals served using nearly 500kg of avocado. The restaurant also allowed for a large amount of content to be created that will continue to live on, incorporated into the Australian Avocados website and social media pages. Be sure to try out the recipes featured at the restaurant, which can be found here – https://www.goodfatsydney.com/recipes-new.
This update was provided by Hort Innovation for Guacamole 10 January 2018.
Date Published: 10/01/2018