‘Avo-Can-Do So Can You’ campaign results so far

In May 2025, Australian Avocados launched the ‘Avo-Can-Do So Can You’ campaign, deploying an omnichannel approach across paid, owned, and earned media. The campaign’s objective was simple yet powerful: encourage light buyers who regularly purchase fruit and veg to buy Australian Avocados more often.

The campaign’s creative platform, Avo-Can-Do, celebrates the avocado’s versatility and nutritional value, positioning it as the fruit that inspires a can-do attitude in everyday life.

A bold mix of mass-reach channels launched the campaign, driving appetite appeal and cut-through:

Out-of-home advertising showcased avocado’s taste, versatility, and quality, bolstering nutrition perceptions and reaching over 6.9 million Australians – about 89% of Main Grocery Buyers.

Broadcast TV delivered 43% more impressions than forecasted, reaching 5.86 million people. YouTube and Prime Video extending this reach, especially among under-40s, with incremental impressions.

Online Retail Media attracted 3.3 million new to brand customers, with fresh creative driving higher engagement.

Paid Social across Meta reached 6.5 million, while TikTok tapped into younger demographics and unique audiences, driving 1.3 million incremental reach with bold, vibrant creative.

Broadcast radio and Spotify provided cost-efficient and targeted audio engagement, with Spotify exceeding targets and offering precise audience segmentation.

Owned social media was refreshed to activate the Avo-Can-Do platform, collaborating with well-known recipe creators to boost reach and engagement.

In just four months, campaign recall reached a healthy 20% of people surveyed recalling seeing or hearing the campaign with prompting. Avo-Can-Do messaging was determined easy to understand (72%), believable (62%), and different (43%). And importantly, 28% of Australians identified nutritious, versatile, and delicious as the key message takeaway.

Issued on behalf of Hort Innovation: This project is funded by Hort Innovation, using the avocado marketing levy.

This article appears as part of the 5 December 2025 issue of Guacamole, AAL’s enewsletter.

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