Australian Avocados Marketing Update 13/4/18
New television campaign on the way
Following a very competitive pitch process, Ikon Communications was awarded 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), out of home advertising, social media and digital advertising.
The TVC was shot in March, with editing currently occurring. Key messages revolve around wellness and versatility, with the over-arching theme being ‘Avocados make everything better – Smash an Avo’. Building confidence around selection, storage and ripening and repositioning avocados from a luxury item to an everyday item needed for a healthy lifestyle are further 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 selection, storage and ripening at home. The campaign elements will continue to remind people of the delicious taste, texture and feeling of wellness and vitality that comes with eating avocados, with new recipe ideas used to give further inspiration.
Consumer research was undertaken by Kantar Added Value to test the winning creative before the production of the television commercial and other creative elements were produced. Results were conclusive: the creative is hitting the mark. The feedback was overwhelmingly positive with the audience understanding and believing the message that “avocados make everything better”. The television commercial will be launched on 29 April, running until early June, across free to air TV, catch up TV and on various contextually relevant websites (health, food, lifestyle for example). It will be supported by large format digital screens outside 690 Coles and Woolworths’ stores across the major capital cities displaying the many ways “avocados make everything better”, as well as via the “always on” social media of Facebook and Instagram.
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 13 April 2018.
Date Published: 13/04/2018