Go Green Gold results: July to December 2024

Outdoor advertising

From July to December 2024, Australian Avocados leveraged both large-format and retail outdoor advertising to build awareness among consumers and drive purchase intent.

Large format outdoor had two key bursts, aligning with key cultural moments – the Olympics, and King Charles III’s arrival in Australia. Overall, messaging was featured across 61 digital panels across roadsides nationwide.

Complimenting large format, retail outdoor panels provided sustained exposure along the customer path to purchase, running from September to December across 1,854 locations near supermarkets and fresh food grocers.

Collectively, both outdoor formats contributed towards a significant reach of 10.2 million people, exposing 74% of main grocery buyers to the ad at least once across all markets.  Over 187 million impressions were also generated in total, reinforcing brand salience.

Digital retail media

Digital ads—including tiles, banners, and page cards—placed on Coles and Woolworths eCommerce sites targeted consumers at key decision-making moments. These ads reached 2.3 million new-to-brand consumers on Coles’ website and 127,000 new-to-brand customers on Woolworths’ site. During the campaign period, digital retail activity directly attributed to $23.3 million in avocado sales across both retailers’ websites.

Social media (paid)

An always-on social media presence from July to December 2024 leveraged a mix of short form videos, branded content, and influencer collaborations. A diverse range of creatives were utilised throughout the campaign period, including Olympic-themed green and gold messaging, recipes, avocado pairings, and influencer-led storytelling. Consistent rotation of creatives showcased the versatility of avocados while preventing creative fatigue. Across Meta and TikTok, over 62 million impressions were generated nationwide, reaching 7.7M and 2.1M users respectively.

Social media (owned)

From October to December, Australian Avocados’ owned Instagram, Facebook and TikTok channels, continued to engage audiences with original content, collectively reaching over 3.4 million people.

The sit-com style video series – The Adventures of Avo, Cado, and Pip- was posted as organic Instagram reels and TikTok videos, with two videos boosted as ads in December, reaching 2.8 million people and generating over 7,000 impressions.

Recipe content shared across influencer Lilian Eets’ TikTok, and the Australian Avocados Instagram, TikTok and Facebook pages, performed well, collectively receiving 12,690 engagements. Content shared on the Australian Avocados Facebook page, generated the greatest reach at over 2.8 million people.

Earned media

Australian Avocados capitalised on key cultural moments to highlight new usage occasions and generate widespread media coverage.

On National Avocado Day, the Corn Chip Safe Guacamole campaign captured the attention of the entire corn chip industry, with major brands responding to the newspaper print ad, helping to expand the reach.

To coincide with King Charles III’s visit to Australia, the royal avocado carriage campaign ran across 16 large-format sites in major eastern seaboard cities. In Sydney alone, the ad reached 1.225 million people (over a quarter of the population), with an average 2.3 exposures per person.

Overall, the campaigns generated 12 pieces of earned news coverage, with a total potential reach of over 5.8 million people.

This article appears as part of the 3 March 2025 issue of Guacamole.

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