Australian Avocados Marketing Update 21/12/18
Television plays a key role in driving mass awareness of campaign communications, ensuring key messages for Australian Avocados are established at scale.
The Australian Avocados television campaign kicked off on 9 September 2018, and was on air for four weeks. In Burst 2, Brisbane wasn’t included as that market was flush with New Zealand avocado product. This spend was reallocated to the remaining four metro markets (Sydney, Melbourne, Adelaide and Perth) where Western Australian fruit was in good supply, and the ad also on air in northern and southern New South Wales Regional Markets.
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. Australian Avocados underpinned this key programming by appearing in consistently rating programs such as news, current affairs shows, Family Feud and The Project. The television campaign then wrapped with a Block finale spot in all markets with the show pulling its largest audience for a finale since 2014, and ensuring the ad was seen by a huge amount of Australians.
Out of home
Out of home advertising plays a key role in driving a frequent reminder of key messages, prompting the audience to consider and act.
The second burst of out of home retail activity for the Smash an Avo campaign launched included three pieces of advertising creative featuring three different meal ideas, encouraging shoppers to ‘smash an avo’ to ‘make sangas better’, ‘make desserts better’ and ‘make salads better’. This was delivered with the overarching campaign message that ‘avos make everything better’, as well as delivering inspiration and purchase reminder, the materials pointed consumers to the www.australianavocados.com.au website.
The advertisements were placed on television screens located at select shopping centres across Australia to inspire consumers while grocery shopping. Australian Avocados were booked on a total of 336 screens nationwide from 5 August to 22 September 2018, across a variety of shopping targeting Grocery Buyers 25-54. The activity reached more than three million people on average of 5.3 times. These results were achieved across 48 paid HD screens and five bonus screens per week across the seven-week campaign. These placements were crucial as a last point of contact for the buyers as this is one of the last interactions on their path to purchase.
The ‘always on’ approach to social media for the industry has continued, ensuring avocados remain top of mind for consumers. For the month of October 2018 alone, the Australian Avocados Facebook activity reached 731,758 Australians and served 1.7 million impressions. What is great to see is that since 1 August 2018, 92% of Facebook reaction sentiment has been positive.
The Australian Avocados subscription with Myfoodbook has been active since November 2017. In that time, there were more than 255,000 recipe views and loyalist actions (saving/sharing recipe). Video content has also been created and shared, with more than 92,500 views, and there are nearly 27,000 engagements with Avocado content on the Myfoodbook social media page. The most popular recipe was the Avocado and Salmon Poke Bowl, viewed by 35,000 people. These figures all show that consumers are loving avocado content!
Avocado recipes have also been featured in the ‘Good for you’ foodbook, which has been downloaded more than 12,600 times, and the ‘Around the World’ foodbook which launched in August 2018 and has already been downloaded nearly 9,000 times. Find all the recipe content and cookbooks at www.myfoodbook.com.au.
The aim of the public relations campaign is to give less frequent avocado buyers the confidence to purchase more avocados more often BY reminding, educating and inspiring them with selecting/storing hacks, health tips and mouth-watering recipes BECAUSE avocados make everything better!
To celebrate 25-years of smashed avocado in Australia, Australian Avocados collaborated with Ambassador Bill Granger to create the new avocado dish of 2018. Have you tried Bill’s avocado and smashed cucumber salad, with mirin and sesame?
The dish was seeded to media, alongside a beautifully designed Australian Avocado infographic timeline and a series of new avo-dishes. The program photographed three new exclusive recipes for Australian Avocados to offer to media as ongoing content that celebrates 25 years of ‘smashed avo’. The recipes were developed to showcase the versatility of avocados. The PR program reached more than 12 million Australians, well exceeding the anticipated KPIs of eight million.
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 Summer 2019 edition of Talking Avocados.
Date Published: 21/12/2018