Australian Avocados Marketing Update 2022
About the marketing program
This is 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 and Instagram, as well as targeted partnerships with consumer-related publications and platforms.
Keep scrolling to see more great marketing activity in 2022. And, if you are chasing some delicious avocado recipes, check out Australian Avocados.
Hass are Back – Marketing for May through to July (May 2022)
Hass takes centre seat in the marketing campaign planned for May to July. The campaign will celebrate Hass being back on shelves with an awareness burst reminding Australians about Our Green Gold. The campaign will use television – Broadcaster video on demand and Linear TV – from 15 May and reach the full spectrum of Grocery Buyers. The role of this channel is to create awareness and increase consideration of Avocados. PR and media activity is being stepped up and social media content is highlighting quality Hass avocados. Outdoor signage will use both large format outdoor and retail outdoor. Retail outdoor formats will aim to drive consideration when the audience is at the point of purchase. The aim of the campaign is to utilise multiple campaign objectives with high impact creative in order to strengthen the Australian Avocado’s brand, promote the Hass variety and encourage frequency of consumption amongst our target audience. The campaign objectives are to 1) Generate awareness, 2) Target engagement: Encourage social conversation & engagement, and 3) Traffic: Drive people to site to consume recipe content.
Click here to view the Campaign summary.
Australian Avos partners with iconic Sydney café, Cuckoo Callay (March 2022)
Australian Avocados partners with iconic Sydney café, Cuckoo Callay, creating a limited-edition menu to celebrate the start of Shepard avocado season, with a festival named For the love of Shepard Avocado. Read more online at newsforthefoodlover.com
Click the image below to view a video about Cuckoo Callay’s Chef preparing three fabulous dishes inspired by Shepard avocados:
Out-of-home advertising provides reminders to buy Aussie avocados (March 2022)
Retail outdoor advertising plays an important part in the Australian Avocados media strategy as it helps drive sales/purchase intent. It works with social media content to remind consumers to purchase Aussie avocados before they enter a store. The out-of-home marketing aims to reach 81% of Grocery Buyers aged 25-54. It will run in metro areas across 5 capital cities. The out-of-home advertising is located in close proximity to Woolworths, Coles, Aldi and Independent Grocers.
Shepard Campaign hits social platforms & more (March 2022)
During March and early April there will be media support for Shepard avocados involving social media marketing, retail and digital out-of-home marketing and radio advertising. The radio advertising will leverage Australian Avocados’ previous partnership with Nova to extend the Brand Affinity of the listeners for Shepard avocados with Live Reads as well as 30 second Brand Ads. The ads will run nationally (in metro areas) across the Nova Network and will reach 1.3 million Grocery Buyers aged 25-54.
PR – Place an avo on the Barbie (January 2022)
Hayden Quinn, an Australian chef best known for appearing on Series 3 of MasterChef Australia and as a judge on Nine Network cooking program Family Food Fight, has been appearing in print and online talking about placing an avocado on the barbecue. Australian Avocados’ PR agency has been busy reaching out to targets across lifestyle, radio and food verticals with more coverage expected.
Nova to take part in promoting the Shepard season (January 2022)
Off the back of a successful Q4 campaign, Australian Avocados will partner with Nova Entertainment Network again for the upcoming Shepard season to create mass awareness of Australian Avocados through the heart-felt ‘Our Green Gold’. Nova is a national metropolitan network with talent leading the way in connecting listeners when it comes to changing product perception. There will be a competition component, where listeners will be invited to identify ‘Green Gold’ anthems and go into the draw to win a major prize, as well as supporting brand radio activity. In addition, there will be amplification through retail out of home advertising to keep avocados top of mind on the final path to purchase and always-on social to increase awareness of the Shepard variety during key season.
This activity is funded by Hort Innovation through the marketing levy and co-ordinated in partnership with Avocados Australia.
Date Published: 18/01/2022