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.
Australian Avocados and Tassal team up for the month of May! – 29 April 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”).
Date Published: 16/01/2024