Domestic marketing update July 2026

Monthly update: your avocado marketing levy at work

Australian Avocados’ levy-funded domestic marketing activity continues to build awareness, consideration and use of Australian avocados across consumer and foodservice audiences.

July’s levy-funded marketing activity delivered strong reach and engagement, growing foodservice interest and building demand for Australian avocados.

The stats tell us:

• Simple, practical recipe content drove the strongest consumer engagement.
• Authentic grower stories helped strengthen the connection between consumers and Australian avocado growers.
• Video remains one of the most effective ways to capture attention and inspire action.
• Chefs respond strongly to content showing new ways to use avocados, particularly in sauces, dressings and premium menu dishes.

July consumer campaign at a glance

Reaching Australians at scale with recipe inspiration and a celebration of growers

The Australian Avocados consumer social media activity focused on recipe inspiration and celebrating growers during National Avocado Day.

Content was shared across Instagram, Facebook and TikTok.

Four content creators and five social posts helped put Australian avocados in front of a large audience and encourage everyday use, achieving:

• 7 million video views
• 11,100 engagements, including likes, comments, shares and saves
• 378,000 social media users reached.

The strongest-performing content featured simple recipe ideas and relatable ways to use avocados.

Authentic grower-led content also performed well, helping bring the farm-to-plate story to life.

Watch the videos on Instagram: Harry Butterfield’s whipped avo | Grower Josh McMillan on National Avocado Day |  Eddie Williams consumer education | Oscar Solomon’s egg sando

Paid social media advertising building awareness and consideration

Paid social media activity is tracking well against annual targets and is helping reach Australians efficiently at scale. Since the start of FY27, paid social media activity has delivered:

• 5 million people reached on Meta platforms
• 8 million impressions on Meta
• 747,000 people reached on TikTok
• 6 million impressions on TikTok

Engagement with video content is strong. Introducing the Are You Bruisin’ While Choosin’ educational video content increased engaged views fivefold, helping more consumers consider Australian avocados when planning meals and shopping.

Connecting with foodservice operators

Alongside consumer marketing, marketing activity targeting chefs and foodservice operators continued to build awareness of how Australian avocados can add value to menus.

You can read the full monthly foodservice report here (PDF)

This campaign aims to inspire and educate operators to use avocados in versatile ways that create high-demand dishes. It focused on menu inspiration, recipes and learnings from chef educational masterclasses.

Results continue to show strong interest in avocado-based sauces and dressings, highlighting opportunities to position avocados as a versatile ingredient beyond traditional menu uses.

The results?

• 758 foodservice followers on social media channels, up 8% from the previous month
• 490 email subscribers, up 3% from the previous month
• 3,800 website visits, up 11% from the previous month
• 24% email open rate, up 3% from the previous month.

Building skills in quick-service restaurants

An educational masterclass was also delivered in collaboration with Cali Press, where avocados are used every day across its stores.

All 19 Cali Press store managers took part in a 45-minute, hands-on session designed to improve how avocados are selected, stored, handled and prepared in a busy quick-service restaurant environment.

The session also focused on getting more usable avocado from each fruit and reducing waste.

Before the masterclass, store managers identified inconsistent yield, variable ripeness and quality, incorrect preparation, waste from overripe or poorly handled fruit as key challenges.

After the session:

• all store managers reported increased confidence in their understanding of ripeness, storage, handling and preparation techniques
• 17 out of 19 rated their confidence 5/5.

A follow-up is planned to assess consistency across stores, waste reduction, ongoing confidence and changes in avocado use.

The strong response shows the value of practical education that store teams can use immediately.

Watch wrap-up video here

Acknowledgements

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 27 August 2026 issue of Guacamole, our e-Newsletter.