Australian Avocados Marketing Update 17/08/18
It’s been 25 years since avocado toast first smashed its way into our lives, and now the man credited with starting the worldwide food phenomenon is back with a new twist on the popular dish.
Iconic Aussie restauranteur Bill Granger first put avocado on a piece of toast and served it at his café in Sydney’s Darlinghurst back in 1993. Not only did he launch ‘brunch’ as we now know it, but he also sparked Australia’s great love affair with the versatile fruit.
To help Australians celebrate the 25-year milestone, the ‘father of smashed avo’ has shared his fresh, new avocado go-to dish for 2018 – avocado and smashed cucumber salad with mirin and sesame.
Hort Innovation marketing worked closely with Avocados Australia to develop the 25 years timeline, qualifying consumption growth and plantings and Director Tom Silver supported the campaign by providing the growers perspective.
The marketing team pitched the Bill Granger recipe far and wide, and have now begun pitching three new avocado recipes.
So far there have been 53 pieces of media and social coverage involving Bill Granger, reaching an estimated 3.3 million. Highlights include:
- Nine Kitchen video & article
- Nine Kitchen podcast
- All the Ten Daily coverage which extended across social channels, with The Project also sharing the news on Facebook and Twitter
- news.com.au video
- this article was syndicated 35 times across regional publications throughout NSW and Victoria.
Note, the marketing team is anticipating the reach number to increase significantly from the current 3.3 million once they receive the digital figures from the regional publications.
About the marketing program
See 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, Twitter, Pinterest, Instagram and YouTube as well as targeted partnerships with consumer-related publications and platforms.
This update was provided by Hort Innovation for the 17 August 2018 edition of Guacamole.
Date Published: 17/08/2018