Australian Avocados Marketing Update 2024
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 2024. And, if you are chasing some delicious avocado recipes, check out Australian Avocados.
From breakfast to dinner – @LilEets’ recipes reaching a broader audience – 2 Dec 2024
In December the Avocado Domestic Marketing Campaign runs across four channels: Paid social, retail screens, retail online, and owned (social and website). Hort Innovation’s collaboration with content creator Lilian Kaskoutas, aka @LilEets, continues and her delicious easy recipes are successfully showcasing the taste, versatility, and everyday appeal of Australian avocados.
Avocado Domestic Marketing Campaign messaging is focussing on taste plus new usages, substitution ideas and health benefits to drive consideration amongst light buyers.
Examples of creative at work now in the market:
Pip-Com Coming to Social Media – 18 Nov 2024
The FY25 approach for Australian Avocados’ social media is a well-rounded strategy combining inspiration, education, and entertainment to ensure the right message reaches the right audience at the right time. This strategy embraces the evolving social media landscape, particularly as TikTok’s success has driven a shift towards entertainment-focused storytelling. In response to this change, brands are now prioritising creative, engaging content to capture attention across all platforms. By focusing on entertainment value, brands are driving greater engagement and reach while establishing a strong cultural presence.
Therefore, as part of the FY25 avocado social media strategy, the Hort Innovation marketing team are thrilled to introduce The Adventures of Avo, Cado, and Pip – a new social media content series that’s all about making Australian Avocados an iconic part of Aussie culture. This brand-building content brings avocados to life in a sitcom-style format, tapping into classic sitcom tropes and cues, like theme songs and crowd laughter, to tell a distinctive story and create a truly engaging viewer experience. The 18-episode series will follow the daily adventures of three characters – Avo, Cado, and Pip – humorously spotlighting avocados’ taste, versatility, and health benefits in a fun, memorable way. Avocados have long been part of meme and pop culture, making this the perfect opportunity to give them a starring role.
To house the series, they have launched an Australian Avocados TikTok channel, tapping into the platform’s unique audience where 34% of users are not on Instagram and 48% are not on Facebook. This new channel will allow them to connect with a fresh, incremental audience and expand reach, further spreading the word about the everyday appeal of this beloved fruit.
Social Media Spotlight – Collaboration with Content Creator Lil Eets – 1 Nov 2024
As part of the FY25 Avocado social media strategy, we are excited to announce a new partnership with Lilian Kaskoutas, aka @Lileets, a part-time chef and foodie content creator! Known for her aesthetic, yet simple-to-make recipes, Lilian will help us showcase the incredible taste, versatility, and health benefits of Australian Avocados through engaging content across Meta and TikTok. Whether it is breakfast, lunch, or dinner, Lilian’s recipes will shine the spotlight on avocados and offer new ways to enjoy them every day.
By working with Lilian, we will not only have a consistent face on social media, helping to build brand awareness, but also be able to tap into her audience – a combined 34.6k followers across Instagram and TikTok, with 81% Australian-based. With an impressive engagement rate of 4.06%, she’s got a captivated audience ready to hear about the wonders of Australian Avocados.
Earned Media Highlight – King Charles Loves an Avocado
A royal seal of approval! Recently, it was revealed that none other than King Charles III enjoys half an avocado for his lunch daily to stay fuelled up and healthy for his royal duties. Coincidentally, this news broke just before the King’s visit to Australia, presenting an incredible opportunity for us to shine the spotlight on Australian Avocados.
The Australian Avocados Hort Innovation Marketing and Thinkerbell team quickly put their heads together to capitalise on this moment and design a limited-edition commemorative avocado spoon and holder – fit for a king! This royal-worthy avocado carriage, complete with four golden legs and a spoon adorned with a gold crest featuring a unique avocado emblem, is a tribute to both His Majesty’s healthy eating habits and his historic visit to Australia.
To drive editorial and broadcast mentions, this PR initiative has been shared with top-tier journalists and producers. Plus, thanks to a valuable media partnership between Thinkerbell and JCDecaux, our avocado homage was displayed on 16 large-format digital panels in prime locations- including around Sydney Airport to capture the attention of the King upon his arrival. With a total media value of $124,581 donated to Hort Innovation through this relationship, the campaign’s impact was further amplified. The story was also widely shared on social media, including the Australian Avocados Instagram, for even greater reach.
The campaign has already generated tremendous buzz, with activity across outdoor placements, earned media and social media reaching over 1.874 million Aussies, positioning Australian Avocados as a fruit fit for royalty.
Avocado domestic Out-of-Home advertising is a Smash! – 4 Oct 2024
The latest outdoor creative ‘Grab & Smash’ is now in market. There are few Aussies who’d say no to smashed avo on toast. It’s delicious, nutritious and easy to make. So, across outdoor panels situated close to the major supermarkets, the creative drives people to grab and smash an avo for themselves. The headline is a clever play on the common expression ‘smash and grab’.
Out-Of-Home (OOH) advertising delivers the right message, at the right time and place to the right audience (light buyers). The campaign is leveraging this form of advertising as it offers highly targeted and contextually relevant advertising based on location, demographics, and consumer behaviour.
Corn chip safe Guacamole is here thanks to @TobyWilson! – 20 Sept 2024
This special Guacamole recipe is easy and guarantees that avocado lovers will have a smooth and corn-chip-safe experience. Gone are the days of cracking corn chips as you scoop the Guac bowl. Australian Avocados Instagram followers were treated with a video showing the recipe on Monday (16 Sept) this week to coincide with National Guacamole Day! Just “load it on and rip in” the Insta post recommends.
Login to Instagram and follow Australian Avocados HERE.
Australian Avocados Domestic Marketing Update for July-Dec 2024 – 15 August 2024
The Australian Avocados Domestic Marketing Update report on activity for July to December 2024 is now available in the Best Practice Resource (BPR) Library HERE. Log in and then on the Library page look under “Marketing Reports”.
Included are the details about the “Go Green Gold” Interim Avocado Campaign, see an overview of the creative that ran during the Olympics and what will run post Olympics across multiple channels.
Australian Avocados’ call for stronger Corn Chips Advert WINS international Best Ads weekly awards! – 15 August 2024
The Australian Avocados campaign calling on the chip industry for stronger corn chips has been recognised in the international Best Ads weekly awards (see online HERE). Every week a globally recognised creative director judges the best work from around the world across a number of categories and awards the best work. This idea and its execution came from creative agency Thinkerbell. Hort Innovation’s General Manager for Marketing and Communications, Karina Keisler, had this to say:
“[It’s] great recognition for a clever media engagement promoting National Avocado Day. Thinkerbell and the team have done a wonderful job injecting personality and humour into a cheeky engagement with the chip industry – we’re excited to see what’s next.”
Doritos responds to Australian Avocados’ call for stronger Corn Chips – 9 August 2024
Doritos has responded to an Australian Avocados full-page ad in The Daily Telegraph with its own full-page ad in the same publication, with the cheeky “Hey Avo. Dip This”. The original ad from Australian Avocados saw the brand demand for the corn chip industry to do better and create a stronger corn chip on National Avocado Day (31 July) that won’t break when holding guacamole. Doritos’ solution stems from its brand-new XXL range featuring “out-of-this-world bigger, crunchier, and bolder chips” – ideal for holding more guacamole than ever. And to serve it up, Doritos XXL’s new flavour – Tangy Salsa – is the perfect combination.
“We heard Australian Avocados’ plea to the corn chip industry to forge a stronger corn chip worthy of guacamole. Perhaps they were not aware…Doritos recently launched our brand-new XXL range featuring bigger, thicker chips, with even more crunch and even bolder flavours including Tangy Salsa,” said Kat Miller, senior brand manager, Doritos ANZ, PepsiCo.
“The Doritos XXL Tangy Salsa is the perfect pairing with creamy guacamole. And we checked, it won’t crumble under the weight of guac,” assured Miller.
Source: Quotes are excerpts from an article by Fredrika Stigell at B&T.
National Avocado Day on prime time TV! – 31 July 2024
🥑 On 31 July it was National Avocado Day!
In the morning on the Sunrise breakfast program, Executive Chef from Sam Prince Hospitality Group, Amanda Fuller and Australian avocado grower Michael Coulson celebrated National Avocado Day. Amanda Fuller made Mejico’s table-side guacamole (one of the items on their Australian Avocado Fiesta menu) – https://www.mejico.com.au/. Avocado grower, Michael Coulson talked about his experience growing avocados. Social followers were encouraged to prepare their fav avo dishes. See the Sunrise segment on video HERE.
Our sincere thanks go out to all of you who helped us celebrate National Avocado Day yesterday! 🥑 The day provided the Australian avocado industry with the perfect way to celebrate the versatile and delicious avocado, showcasing the best of Australian avocados.
Also on the day a special tour took place at the Sydney Markets involving Sydney Direct Fresh, 30 top Sydney chefs and avocado grower, Josh McMillan from McMillan Farming. Josh shared his insights into what it takes to grow perfect avocados. Flora Zhang, from Avocados Australia joined the tour and helped celebrate the event in style.
The highlight of the day? A guacamole cook-off between @chefgannon (Exec Chef @laundyhotels) and @kristyannabernarte (Head Chef @mejicorestaurant).
Thank you to everyone who participated and made National Avocado Day a success.
Food Service Program activation to grow category, boost consumption – 26 July 2024
Hort Innovation Marketing team and delivery partner Papaya are developing a Food Service communications and content strategy to drive category growth in the sector and increase Australian Avocado usage and adoption within priority outlets Quick Service Restaurants (QSR), Restaurants and Cafes, Pubs and Clubs. The strategy builds on a prior market research program conducted by FreshLogic providing insights into the foodservice sector and the role of providores. The Hort Innovation Marketing team and Papaya will engage with a PRG at the beginning of August to share the strategy.
This year for National Avocado Day on 31 July, there will be three Food Service activations, 1) an Australian Avocado Fiesta at Sydney’s leading Mexican restaurant Mejico (see the above photo showing the menu), 2) an Avocado market tour and avocado usage demonstration at Sydney Markets and 3) a morning TV segment with Sunrise featuring an Australian Avocado grower and a leading chef.
Read the full story HERE.
Consumer marketing team prepare for National Avocado day! – 12 July 2024
On 31 July its National Avocado Day and Hort Innovation is working with agency partner Thinkerbell to develop activity that will create buzz around National Avocado Day, celebrating the product and highlighting the unique product benefits. Stay tuned for the details! A sneak peek of the creative is pictured above.
Fruit Nerd – aka Thanh Truong – continues to educate consumers – 2 July 2024
Consumers are hearing simple, good advice on Australian Avocados’ Instagram feed that helps them make the most of their avocados. Consumers buying bulk will know how to store their avos thanks to popular influencer @fruitnerd. Dice up your avos, place them in a snap-lock bag in your freezer and use them in smoothies or make a creamy avocado dip.
Thanh is passionate about sharing his fruit and veg knowledge, constantly creating content to help people have a great food experience. His engaging and fun short clips are not only entertaining but insightful.
Find out more HERE. See Thanh in action on Instagram HERE.
Preparing avocado dishes has never been easier! – 14 June 2024
Simple but delicious avocado recipes are showing consumers how easy it is to enjoy the health benefits of Australian Avocados. Enhanced by @Fruitnerd’s short videos Australian Avocados Instagram feed is playing a key part in realising the strategies in the Australian Avocados domestic marketing plan. The marketing plan for FY25 will continue to target light buyers and increase their consumption of avocados.
Avocados FY25 Domestic Marketing Plan on the BPR! – 17 May 2024
Australian Avocados domestic marketing plan for FY25 is now available on the Best Practice Resource. You can access the detailed report in the Best Practice Resource (BPR) under Library> Marketing Reports > Avocados FY25 Domestic Marketing Plan, just click HERE.
The report is essential reading an includes the 12 key facts that drove the thinking behind the marketing plan. The Plan also includes learnings and implications for the FY23-26 marketing strategy, and also looks at the avocado strategic shifts that are to be made.
If you are not a current user of our Best Practice Resource apply to access it today HERE.
Australian Avocados and Tassal team up for the month of May! – April-May 2024
Australian Avocados and Tassal Salmon have partnered in retail for the month of May to drive sales of Australian Avocados. The co-investment will include front of store screens for 100 stores, fresh magazine advertorial (as pictured), Magnetic landscape tickets, recipe cards, Online search optimisation and recipe inspiration across deli screens between 8 May and 14 May ahead of mothers day.
Shepard avocado tricks boost engagement on Socials – 19 April 2024
FruitNerd drives up engagement on Socials!
@FruitNerd generated a spike in Australian Avocados social engagement recently with his informative post about Shepard avocados. The trick to avocados that stay green? Using a Shepard avocado! This handy tip highlighted the fact that Shepard avocados don’t oxidise as fast as Hass avocados “making them perfect for salads, sandwiches and other meals” said Thanh Truong aka FruitNerd. Access the Insta posts here: https://www.instagram.com/australianavocados/
Shepard avocado recipes feature on Socials – 5 April 2024
Australian avocados have partnered with a chef, Luke Hines, to create easy and delicious Shepard Avocado recipes that highlight a Shepard’s unique product benefits across social media and encourage consumers to add Shepard avocados to their baskets, this season. Have you seen this delicious Shepard Avocado Supergreens Salad or the Shepard Avocado Smoothie posted by the Australian Avocado team? Social media is just one of three activities on in April, the Australian Avocado marketing campaign is also live across the Out-of-Home and Shopper channels.
Australian Avocados post goes viral – Mystery Avo King revealed! – 7 March 2024
Recently Australian Avocados shared a video showing a man at the AFL eagerly eating a whole avocado. The post went viral (the Instagram post achieved more than 20,000 views) and an extensive search resulted in identifying the man as Joe Romero, the owner of the Tower Hotel in Hawthorn in Victoria. Joe, also now known as the “Avo King”, was amazed at the attention and admitted to being a lover of avocados. Australian Avocados embraced the PR opportunity with Joe agreeing to appear on the Today Show (see the interview HERE). The story also appeared in the Herald Sun, on 3AW radio and online (including via a podcast). In all there were 11 pieces of earned coverage with a potential reach of over 14 million Australians. Thanks Joe!
Weekend Sunrise champions Shepard avocados! – 7 March 2024
Shepard avocados were championed on the Seven Network’s Weekend Sunrise breakfast program on the first weekend in March 2024. North Queensland Shepard avocado grower, Michael Coulson our Shepard avocados spokesperson, promoted the benefits of Shepard avocados to presenter, JT (James Tobin). The Weekend Sunrise program included a cooking demonstration with Zoe Bingley-Pullin making Baja Shepard avocado wraps and smoothies. The program even showed people eating the Shepard avocado wraps and smoothies. In all it was a great promotion for Shepard avocados. The program showed a lovely morning at Bondi, with everyone enjoying the Shepard avocado recipes. All of the Shepard avocado spokespeople were “on message” and encouraged Aussies to purchase Shepard avocados.
The Shepard avocado coverage appeared in six clips whereby each clip was syndicated 44 times, resulting in a reach of 1.9 million+.
Go online to see a video clip featuring Shepard spokesperson and NQ Grower Michael Coulson here: https://youtu.be/7YBuReIPuXc
See the video clip featuring JT and Zoe Bingley-Pullin making Baja Shepard avocado wraps and smoothies here: https://youtu.be/6obc1l-NIHs
See the latest marketing plans & access Domestic marketing reports
All through March, all channels are on to support Shepard marketing. This includes social marketing, Out-Of-Home, Shopper and PR. Best Practice Resource users can access the current Domestic Marketing Update for January to March AND the Domestic Marketing Update for April to June 2024 by clicking HERE (after logging in to the BPR you will land on the Library webpage, look under “Marketing Reports”).
Australian Avocados – Domestic Marketing Update – 23 Feb 2024
This week Australian Avocados Instagram content has been highlighting the health benefits of eating avocados. It provides consumer education while working to own everyday meal occasions. The social post states avocados are “high in nutrients that are essential for the health of our immune system”. Consumers are encouraged to eat avocados “for a fighting fit immune system”. A great reason for consumers to include avocados in everyday meal occasions!
Find Australian Avocados on Instagram HERE.
Australian Avocados – Domestic Marketing Update – 8 Feb 2024
Australian Avocados’ ‘always on’ media approach is at work supporting three pillars: CONNECT, EDUCATE and INSPIRE. That is: 1) Cementing the core proposition locally, 2) providing retailer, shopper and consumer education, and 3) Owning everyday meal occasions. Social, Out-Of-Home and Shopper channels are in play with Hass Avocado creative and Shepard Avocado creative running all of February. Inspirational recipe imagery will be paired with messaging focused on usage and the unique product benefits of each varietal. An overview of the Marketing Plan is available on the Best Practice Resource HERE (login to the BPR then be directed to the Library webpage look under “Marketing Reports”).
Australian Avocados – Domestic Marketing Update – 12 Jan 2024
Shepard Campaign Overview
Marketing activity is set to continue across all channels from Jan-March 2024 in line with the Australian Avocados ‘always on’ media approach. The 2024 Shepard campaign is planned to launch from 18 Feb on social media and PR channels, with shopper and out of home activations to launch from 25 Feb. The media strategy will continue to connect, educate and inspire consumers to use Australian Avocados across everyday meal occasions. An overview of the Shepard Plan is available on the Best Practice Resource HERE (login to the BPR then be directed to the Library webpage look under “Marketing Reports”).
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Date Published: 16/01/2024