Australian Avocados Marketing Update 19/1/18

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.

Digital avocado campaign

A three-month digital campaign went live from September to mid-December 2017, to keep avocados top of mind for consumers. This campaign involved playing the 30-second “Perfect Match” television commercial (TVC), and included placements on catch-up TV sites such as Tenplay and on contextually relevant websites.

The aim of this activity was to remind and inspire consumers of the versatility of avocados, “the perfect partner to so many other ingredients”. One of the goals of the campaign was to reach more than 1.7 million eyeballs over its duration. With a fortnight to go on the activity, the content had already delivered more than 2.1 million impressions. A single impression is counted when an ad is displayed on a website.

There has also been activity on YouTube, with the 15-second ad running before the selected video (known as a pre-roll). This activity targeted food, recipes and cooking related content, to ensure it was reaching people who were interested in the content. Final results and analysis on the performance of the digital activity will be available in the Autumn edition of Talking Avocados.


This update was provided by Hort Innovation for Guacamole 19 January 2018.

Author: Hort Innovation
Date Published: 19/01/2018