FY26 Marketing Campaign Targets Light Buyers with Strategic Media Mix

 

Exciting plans are underway for Australian Avocados as we look ahead to the upcoming marketing period, from October 2025 to June 2026. The strategy aims to increase consumption and keep avocados front of mind year-round, with a particular focus on encouraging light buyers to purchase Australian avocados more frequently.

Multi-channel media strategy

To achieve these objectives, the campaign will activate a diverse mix of media channels, each strategically selected to maximise reach, engagement, and brand salience:

Outdoor Advertising

Role: Deliver broadcast awareness and visibility along the path to purchase.

Expect vibrant avocado messaging on street furniture and large and small format retail screens, especially near major retailers. Real-time verification and audience insights will be delivered to the Hort Dashboard via Veridooh, using facial detection technology within screens to measure attention, demographics, and actual reach and frequency.

 

Broadcast TV

Role: Drive salience and scale through high impact reach and mental availability for Australian Avocados.

TV placements will run in two bursts – October and March to May – aligned with Shepard and Hass avocado seasons and the latest supply forecasts from Infocado. Spots will appear in tentpole programming (news, entertainment, food shows) for maximum impact, using 15 second TVCs with:

• 60% on primary channels
• 60% during peak time
• 20% with first in ad break positioning

 

Each burst is scheduled for an optimal duration to maximise audience reach without oversaturating the same viewers.

 

Online Video

Role: Extend reach and drive salience beyond broadcast TV.

Digital video will run on YouTube and Amazon Prime, targeting audiences based on sign-in demographics, interests, and purchase intent.

• Forecasted reach: 4.1 million (YouTube) and 568k (Amazon Prime).

 

Paid Social Media

Role: Bring Australian avocados into the everyday, extending the screen strategy onto mobile.

Paid activity across Meta and TikTok will feature both brand and creator-generated content to educate, entertain, and inspire. Posts will appear in feeds, stories, and explore formats, building frequency across the campaign.

• Forecasted Reach: 13–14 million
• Frequency: Average 9x, capped at 1 impression every 2 weeks to ensure consistent delivery and incremental reach.

 

Radio & Retail Audio:

Role: Build reach and frequency across broadcast and in-store.

National radio campaigns delivered across Nova and Smooth FM and Coles in-store radio will deliver mass reach nationally and prompt purchase at the point of sale, with audio assets tailored for seasonality.

 

Retail Media:

Role: Build continuity from online to offline to prompt people in the purchase moment, speaking to the versatility of avocados.

Digital display formats on Woolworths and Coles websites will reach shoppers as they plan and make their purchases.

• Coles placements will target fruit and vegetable categories.
• Woolworths placements will extend to categories like Mexican, cheese, bread, corn chips, salads, and more to boost impressions and campaign reach.

Placements seek to increase campaign reach, frequency and impressions, supporting the efforts of the wider media mix.

 

Earned media:

Role: Leverage seasonal occasions to influence light buyers.

Earned media will spotlight avocado versatility and relevance throughout the year, encouraging trial and repeat purchase.  PR spikes will be timed to coincide with both Hass and Shepard seasons, encouraging purchase during key supply periods.

 

Social Influencers

Role: Align with social contexts and occasions and leverage the right content and influencers to educate, entertain and inspire audiences to eat more avocados.

The campaign will partner with influencers/content creators to align avocado messaging with social contexts and relevant occasions, driving inspiration and education through authentic voices.

 

Owned – social and website

Role: Build positive associations and brand salience.

Content across owned social media and the Australian Avocados website will offer more reasons to enjoy avocados, reinforcing brand messaging.

 

Education Initiatives:

Role: Help consumers identify ripe avocados without bruising.

Earned and owned activities will educate shoppers on selecting ripe avocados confidently, reducing waste and improving satisfaction.

Stay tuned for more updates as the Australian Avocados team continues to innovate and inspire shoppers through a dynamic, multi-channel approach.

 

---

This article appears as part of the 29 August 2025 issue of Guacamole, AAL’s enewsletter.

Was this page helpful?