Australian Avocados Marketing Update 29/9/17
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.
August a great month for Australian Avocados on Facebook
Managed by Hort Innovation on behalf of the industry, the Australian Avocados Facebook page (www.facebook.com/AustralianAvocados/) is an important component of the industry’s marketing program. The page is liked by more than 186,000 consumers (whose ‘likes’, comments and shares on the page reach even further to their own digital social circles), and has an ‘always on’ approach that keeps Aussie avocados top of mind for consumers year-round.
More than 1.6 million people were reached by Australian Avocados content in August, the second highest result to date for the page.
The top performer for August 2017 was the ‘avocado satisfaction’ post. It gained the highest engagement rate (amount of comments, shares, ‘likes’ etc), as it caused a huge divide within the Avocado community with some commenters loving it and others not so much. Because of this, it created dialogue within the community with many coming to the agreement that avocados are the best fruit and though the spinning pit was interesting, eating the Avocado was better.
‘Avocado fries’ was the next best hit, as many commenters enjoyed the intriguing nature of the post. ‘Avocado fries’ did well as it was a different way of seeing and eating avocado as it showed avocado as being more than just a spreadable fruit or an embellishment to a main dish. Instead ‘avocado fries’ changed the role of the avocado into a main dish of its own and the community loved it.
‘Avocado Buddha bowl’ was also a hit in August as it referenced a current wholesome and nutritional health food trend. The Buddha bowl is a current food fad in most cafes and wholefood restaurants and it is also a very photogenic dish, worthy of everyone’s Instagram. A lot of the comments on this post centred around the simplicity of making the Buddha Bowl at home, with some commenters even going so far as making it and sharing their own tips and tricks.
This update was provided by Hort Innovation for Guacamole 29 September 2017.
Date Published: 29/09/2017