Australian Avocados Marketing Update 2023

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.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

Keep scrolling to see more great marketing activity in 2022.  And, if you are chasing some delicious avocado recipes, check out Australian Avocados.


Domestic Marketing plan for 2023 on the BPR – 17 Jan 2023

A copy of the Domestic Avocado Marketing Plan for FY23 is available on the Best Practice Resource. This plan has been developed with significant effort by industry and Hort Innovation and is well worth a read for those interested in understanding how we plan to grow domestic and international markets for Australian avocados.

To access it login to the BPR here and then click on “Library” on the top menu then scroll down and click on “Marketing Reports”. The document also contains the full marketing plan (domestic and export) with the background data and insights that underpin the plan (46 pages).

The planned 2023 domestic avocado marketing activity will include the use of the “Our Green Gold” campaign creative elements as consumer research has found that it offers strong recall of key messages. It will kick off from February 2023 via paid media and PR/social content. Recall of the latest wave of “Our Green Gold” was at 40% (the norm is 25%). Of the consumers who were surveyed, post-campaign, 83% expressed a preference for Australian avocados. A key objective of the 2023 marketing campaign is to further increase domestic consumption.

 


 

Author: Anna Petrou
Date Published: 17/01/2023