Bruisin’ while choosin’ consumer education campaign

Are you bruisin’ while choosin’?

Renowned strongman and singer Eddie Williams can lift gigantic rocks, but when he checks an avocado at the shops, he knows he’s got to be soft.

A brilliant new consumer education campaign starring Eddie has been launched by Australian Avocados to educate consumers on how to select ripeness of avocados.

Where can we see the new campaign?

Eddie launched the Are You Bruisin’ While Choosin’ song on The Morning Show and showed Aussies how to correctly check an avocado for ripeness.

You can watch his video clip on Australian Avocado’s website, like and share it on Instagram,  Facebook and YouTube. Paid support will start in early July.

The campaign message will be amplified over the coming months across digital screens at shopping centres and digital media outlets.

Eddie has also been hitting the streets to test how people check avocados for ripeness and show them the right way to do it in fun Instagram vox pop videos.

A partnership with chef Tom Walton will also help spread the message across social media, showing people how to choose avos correctly so they get a great eating experience at home.

The Australian Avocados website will feature a dedicated campaign landing page with key messages, an interactive education tool and videos.

Coverage

To date, the campaign has seen 164 pieces of coverage (31 unique) across TV, radio and online, generating over 17.6 million opportunities to see the content.

Highlights include:

TV

• The Morning Show – 1.6M Reach
  • Syndicated 32x across the Seven Network.

Online

• Concrete Playground Melbourne – 1.6M Reach
  • Syndicated x 2 to Concrete Playground Sydney and Brisbane.
• MSN – 4.9M Reach

Radio

• ABC Hobart – 46,000 Reach
• ABC Newcastle
• ABC Upper Hunter
• ABC Riverland
• 2GB – 664,000 Reach
  • Syndicated x1 to:
    • 2CC – 20,000 Reach
  • ABC Newcastle – 99,000 Reach
    • Syndicated x1 to:
      • ABC Upper Hunter – 15,000 Reach
    • ABC Riverland – 24,855 Reach

Acknowledgements

This activity is funded by Hort Innovation, using the avocado marketing levy.

This article appears as part of the 22 May 2026 issue of Guacamole, our e-Newsletter.