Australian Avocados Marketing Update

About the marketing program

Horticulture Innovation Australia (Hort Innovation) manages the avocado levy-funded marketing program in Australia. They develop 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.

Buzzfeed partnership

Buzzfeed is a popular online media site, and in April 2017, a partnership with Australian Avocados was begun, which has seen two avo-centric articles published to excite consumers about avocados and provide inspiration and advice for using them.

The Australian Avocado articles are:

• 18 delicious ways to use avocado… that don’t involve smashing it on toast, with a range of innovative and delicious sweet and savoury recipes, such as Chicken chilli con carne and gluten free and dairy free chocolate and avocado torte
  

• The ultimate how-to guide for avocado lovers, providing a fun, illustrated a guide to choosing, using and storing the fruit.

As of 28 April, together the articles have had over 79,000 views. Of these, 4500 views have been the result of people sharing the posted content in their own social media channels (and so are essentially free views from the campaign).

This update was provided by Horticulture Innovation Australia for Guacamole 9 June 2017.

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