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 2026. And, if you are chasing some delicious avocado recipes, check out Australian Avocados.
Australian Avocados launches year-round campaign to inspire more avo moments
July 2026: Australian Avocados has launched its FY27 marketing program to encourage Australians to buy, choose and enjoy avocados more often.
The program brings together two consumer campaigns: Avo-Can-Do So Can You, which celebrates avocados as a delicious and nutritious everyday staple, and Are You Bruisin’ While Choosin’?, which helps shoppers learn the right way to check an avocado for ripeness.
Together, the campaigns will appear across TV, online video, social media, audio, retail media, public relations and Australian Avocados’ own channels, creating an ‘always-on’ presence throughout the year with peak activity during key supply periods.
What shoppers will see and hear
The Avo-Can-Do So Can You ads will run nationally on TV channels such as 7, 9 and 10, helping position Australian avocados as an easy choice for breakfast, lunch, dinner.
Video content will also appear on YouTube and Broadcast Video on Demand services, including Netflix and Amazon Prime. These placements will feature both the brand campaign and ripeness-checking messages, showing Australians how to enjoy avocados and how to choose them with confidence.
On Meta and TikTok, Australian Avocados will share a mix of paid and organic posts, including images and videos that focus on simple meal ideas, everyday use occasions and tips for checking ripeness.
Reaching people while they shop
Retail activity will bring the messaging close to the point of purchase. This includes retail out-of-home screens, in-store radio, point-of-sale material, Fresh Magazine advertising and digital display on retailer websites.
These placements are designed to reach people when they are planning meals, shopping online or making decisions in-store, with creative focused on meal inspiration and shopper education.
Building awareness throughout the day
National radio, programmatic audio and retail in-store radio will extend the campaign into commuting, on-the-go and shopping moments. Public relations, media coverage and Australian Avocados’ owned channels will also support the campaign messages and help reach more Australians.
Distribution plan
Why it matters
By reminding consumers about avocados at key consumption moments with important educational messages on how to handle an avocado, the FY27 program aims to:
keep Australian avocados top of mind
support growers
and help consumers enjoy a better avocado experience at home.
Acknowledgements
Issued on behalf of Hort Innovation: This project is funded by Hort Innovation, using the avocado marketing levy.
Avocado levy activity quarterly update
June 2026: Your guide to this quarter’s marketing activity ‘on a page’.
Australian Avocados Shepard season campaign report
June 2026: Australian Avocados delivered a national campaign from February to May 2026 to build awareness, consideration and purchase of Shepard avocados, highlighting their versatility for everyday meals and occasions.
Anchored around National Toast Day, the campaign used media, chef partnerships and social content to generate excitement at the start of Shepard season and maintain momentum throughout the key supply window.
By inspiring Australians with fresh and creative ways to enjoy the nation’s favourite breakfast staple, the campaign helped keep Shepard avocados front of mind and encouraged consumption throughout the season.
Elevating everyday avo toast
To celebrate National Toast Day on 26 February, Australian Avocados partnered with chef Darren Robertson to inspire Australians to level up their avo toast with Shepard avocados. The campaign was supported by lifestyle and food influencers who shared creative recipes across social media, showcasing Shepards’ buttery texture, subtle nutty flavour, and versatility for slicing and dicing.
By moving the conversation beyond seasonality and focusing on everyday use, Shepard avocados were positioned as a distinct product with unique benefits, helping encourage shoppers to consider them at the checkout.
Leveraging media to amplify national awareness
Media activity launched on National Toast Day with a segment on Channel 7’s The Morning Show, where chef Darren Robertson brought Shepard avocados into kitchens across the country. Darren showcased three delicious and nutritious Shepard recipes live on air, showing how simple it is for consumers to create café-style avocado dishes at home. The segment provided a high-profile platform to celebrate the arrival of Shepard season.
The segment was supported by pitching to food, lifestyle and consumer media. Media were provided with recipe content, interview opportunities with Darren and avocado growers, supporting coverage across multiple consumer touchpoints.
Media coverage spanned major platforms including TV, radio, online and social media, with Shepard avocados front and centre across the activity. Brought to life through Darren’s vibrant recipes, the campaign achieved 37 pieces of coverage and 22.8 million opportunities to see.
Darren’s recipes were also shared on social media, reaching more than 330,000 consumers. Strong engagement was driven by visually distinctive and novel ways of using Shepard avocados.
Driving engagement through everyday inspiration
Australian Avocados also worked with chef Tom Walton and Sarah Brown to show how Shepard avocados can be used beyond breakfast.
They created five new recipes demonstrating how Shepard avocados can be added to everyday lunches and dinners, including seasonal salads and entertaining dishes. The content encouraged consumers to use Shepard avocados in more ways and across more occasions.
The content reached more than 827,000 consumers and generated 19,300 engagements. Recipes that were easy to make at home and tapped into current food trends performed best. Overall, the activity helped position Shepard avocados as a versatile ingredient, not just a toast topping.
Acknowledgements
Issued on behalf of Hort Innovation: This project is funded by Hort Innovation, using the avocado marketing levy.
Smashin’ it! Domestic Foodservice program digital channels update
11 June: May was one of the strongest months yet for the Australian Avocados digital Foodservice marketing program.
On social media, Aussie Avos Foodservice pages reached nearly 2 million people on Instagram — a massive leap — and audience engagement jumped by over 500%, averaging 1,200 interactions per post.
The account gained 159 new followers to reach a total of 595, and the top post (a chef collaboration featuring a pork schnitzel with avocado) was seen by over 500,000 people alone.
Dessert-focused content also proved a big hit, generating 5,165 interactions — more than double any other post this month.
The email newsletter, now reaching 381 subscribers, continues to perform well above industry standards. While the average click rate for marketing emails sits around 3%, this program achieved 7.7% more than double the benchmark — confirming that recipe-led content is resonating strongly with the audience.
The Aussie Avos Foodservice website attracted 4,131 visitors in May, nearly 90% more than the previous month, driven by recipe video content.
The paid advertising campaign also wrapped up in great shape, bringing in 114 new newsletter subscribers. Overall, the program is building real momentum across every channel.
Also worth checking out and sharing with your customers is:
Are you bruisin’ while choosin’? Consumer education campaign with Eddie Williams
22 May: Renowned strongman and singer Eddie Williams can lift gigantic rocks, but when he checks an avocado at the shops, he knows he’s got to be soft.
A brilliant new consumer education campaign starring Eddie has been launched by Australian Avocados to educate consumers on how to select ripeness of avocados.
Where can we see the new campaign?
Eddie launched the Are You Bruisin’ While Choosin’ song on The Morning Show and showed Aussies how to correctly check an avocado for ripeness.
The campaign message will be amplified over the coming months across digital screens at shopping centres and digital media outlets.
Eddie has also been hitting the streets to test how people check avocados for ripeness and show them the right way to do it in fun Instagram vox pop videos.
A partnership with chef Tom Walton will also help spread the message across social media, showing people how to choose avos correctly so they get a great eating experience at home.
The Australian Avocados website will feature a dedicated campaign landing page with key messages, an interactive education tool and videos.
Coverage
To date, the campaign has seen 164 pieces of coverage (31 unique) across TV, radio and online, generating over 17.6 million opportunities to see the content.
27 May: The campaign landed a spot on ABC’s Gruen, and was incredibly well received by the panel and the audience:
All marketing channels are ‘on’ and ready to drive domestic demand for Australian avocados this winter – 8 May 2026
As the winter Hass season gets underway, the national marketing campaign will be on across all channels to keep Australian avocados front of mind for consumers. Funded by the avocado marketing levy, the activity is designed to support growers by encouraging more shoppers to reach for avocados more often throughout the season.
The campaign takes a connected, multi-channel approach, meeting consumers across the moments that matter most — from relaxing at home, to scrolling during the morning train commute, to walking into the supermarket. Australian Avocados marketing will be there to encourage adding them to their basket!
Broadcast TV and digital video across YouTube, Amazon Prime and Netflix will carry the core message that avocados are both delicious and nutritious, reaching households during peak viewing times. Complementing this, broadcast radio extends reach across the day, with a targeted spike on Retail Radio in May to prompt purchase decisions while shoppers are in-store.
Outdoor advertising placed near retail locations serves as a timely reminder at the point of purchase, reinforcing the message just as shopping decisions are being made. On social media, Meta and TikTok activity — including branded content and partnerships with trusted influencers — highlights how easy it is to enjoy avocados every day, whether as part of a quick breakfast, a family meal, or something in between.
Rounding out the campaign, online retail media placements across retail websites help convert interest into action at the digital checkout, supporting sales where a growing share of grocery shopping now takes place.
Together, these activities form a coordinated effort to maintain strong consumer demand throughout winter and ensure Australian-grown avocados continue to hold their place as an everyday favourite. This activity is funded by Australian avocado marketing levies and managed by Hort Innovation.
Shepard Earned Media Campaign – 26 Feb 2026
Shepard season marketing activity has launched this week to increase consideration and purchase of Shepard Avocados. To align with National Toast Day, Australian Avocados will partner will well-known chef, Darren Robertson, to inspire Aussies to avo toast like a pro – inspiring them to get creative, explore flavour combinations and next-level presentation using Shepard Avocados while they’re in season. A segment on The Morning show ran yesterday and will be further amplified through food and lifestyle media publications and Australian Avocados social media channels. The Morning Show segment aimed to inspire everyday Aussies to level up their avo toast at home in achievable and accessible ways with Australian Avocados. The segment achieved 1.6M opportunities to see. The clip has also been shared further online on 7News (8.3M opportunities to see) along with a recipe article for the ricotta rounds recipe.
Shepard Season Campaign – 1 Feb 2026
For Shepard season, Paid media will continue across broadcast TV, digital TV, paid social media, outdoor advertising, broadcast audio, digital audio and online retail media. To support Shepard Avocado season, specific creative will be used to communicate the product benefits of the varietal and to inspire consumers to use Shepard Avocados this season.
Australian Avocados Media In the Wild – Jan 2026
Have you seen the Avo-Can-Do campaign in the wild recently? Submit your images to mdm@avocado.org.au. Outdoor media is placed in main capital cities to maximise the value of investment and visibility to consumers.
FY25-26 Domestic Marketing Block Plan – Jan 2026
Australian Avocados will continue an active marketing program for FY25-26 as endorsed by the Marketing SIAP, featuring Broadcast TV, Digital TV, Paid Social Media, Digital Audio, Outdoor, Earned Media and Retail Media, strategically placed to maximised the value of investments.
