Australian Avocados Marketing Update 16/2/18
New avocado marketing campaign on the way!
Following a very competitive pitch process, the evaluation panel, made up of members from the Avocado Marketing Sub-Committee and Hort Innovation, awarded Ikon Communications the contract to develop the new Australian Avocados creative that will be used for the next three-year marketing plan.
The creative process is now underway, with elements of the campaign including a new television commercial (TVC), cinema and out of home advertising, social media and digital advertising.
The TVC will be shot in mid-March, with the key messages revolving around wellness and versatility, with the over-arching theme being ‘Avocados make everything better’. Building confidence around selection, storage and ripening and repositioning avocados from a luxury item to an everyday item needed for a healthy lifestyle are also key messages for the campaign. These themes are driven by consumer research showing the biggest barriers to purchase (outside of price) are lack of confidence in the selection, storage and ripening, and needing new usage ideas as well as capitalising on what people love about avocados: taste, texture and that feeling of wellness and vitality.
Consumer research has been undertaken by Kantar Added Value to test the creative concept before any production occurs, and the results have been largely unanimous: the creative is hitting the mark. The feedback was overwhelmingly positive with the audience understanding the message that avocados make everything better. These research results have been shared with the marketing sub-committee as well as Ikon who will use the learnings to finetune the final creative.
The television commercial will be launched on 29 April, running until the end of May.
The Avocado Marketing Sub-Committee will be working closely with Hort Innovation on the development of the creative during the coming months. A complete overview of the new campaign with visuals will be shared closer to the launch date.
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.
This update was provided by Hort Innovation for Guacamole 16 February 2018.
Date Published: 16/02/2018