Australian Avocados Marketing Update 7/12/18
It has been a big few months for Australian Avocados, with a range of high reaching activity in market.
The most recent television campaign kicked off on 9 September, and was on air for four weeks. The strategic decision was taken to remove Brisbane from Burst 2 of the television campaign for avocados, as the market was flush with New Zealand fruit. This meant the spend could be reallocated to the other four metro markets (Sydney, Melbourne, Adelaide and Perth), and the northern and southern NSW regional markets where Australian fruit was prevalent.
The campaign was very successful, hitting all the reach goals – at least 40% of our target audience saw the avocados ad two or more times.
During the campaign, Australian avocados appeared in nine of the top 10 programs across September and October, including Masterchef, Australian Survivor and The Bachelor. The television campaign then wrapped with a spot in The Block finale in all markets; the show pulled its largest audience for a finale since 2014, ensuring the Australian Avocados ad was seen by a huge amount of Australians.
The second burst of digital activity ran in August and September, with Programmatic Video, YouTube 6” Bumpers and Spotify 15” Audio making up the asset mix. During the course of the campaign, 10 million impressions were served and all facets of the digital campaign achieving an above-benchmark result including viewability and completion rate.
Out of Home (OOH)
OOH digital screens are the last form of advertising to communicate to the shopper before the purchasing decision is made. They reinforce the message in consumers’ minds and help to drive action before consumers enter the grocery store. Australian Avocados had 689 screens across the August/September burst, and these were seen by more than three million people, on average 10.5 times.
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, 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 7 December 2018 edition of Guacamole.
Date Published: 04/12/2018