Great media coverage for avocados – June & July
During June and July Avocados Australia has undertaken a number of media campaigns to promote the consumption of Australian avocados by promoting the Australia’s Best Avo Toast Competition (and National Avocado Day) and encouraging consumers to buy more avocados given their good value. Avocados Australia has also responded to media enquiries in regard: 1) over supply, low prices of avocados in the market and 2) figures quoted in Rabobank’s recent media release (distributed 25/7/2022) that reported on their outlook for the avocado industry ( i.e. that for this year ‘per capita supply’ of avocados equates to 22 avocados for every Australian). All of this activity was in addition to PR activity being run by Australian Avocados as part of their Incremental Marketing Campaign.
Below is a list of the media coverage that has appeared in June & July:
Australia’s Best Avo Toast Competition & National Avocado Day:
Media coverage generated as a result of the Initial “Australia’s Best Avo Toast” Competition announcement media release distributed on 1/6/2022 (a copy of the media release is here):
Good examples of coverage are marked with two asterisks “**”
N.B.: If the media content is behind a paywall it has not been linked.
Media coverage generated as a result of the “Australia’s Best Avo Toast” Competition Winner announcement media release distributed on 26/7/2022 (embargoed for 28/7/2022) (a copy of the media release is here):
Media outlet | Reach |
Cafe Culture**
Front page online – https://cafeculturedigital.com/ |
29,428 page views per month |
Hospitality Magazine**:
https://www.hospitalitymagazine.com.au/brisbane-venue-wins-australias-best-avo-toast-competition/ |
30,000 subscribers |
Concrete Playground**:
https://concreteplayground.com/brisbane/food-drink/best-avocado-on-toast-in-australia |
3.7 million monthly pageviews |
Courier Mail**: | 3 million monthly digital and print audience |
Radio 4BC | 130,000 listeners per week |
The Project (Network Ten) – Jim Kochi interviewed: Interview with Jim Kochi to be aired Tuesday night 2/8/2022 |
Approximate reach 296,000 people per episode |
Oversupply, low prices of avocados and call to consume more avocados:
Media coverage generated as a result of the “A shortage of some fresh produce? Buy Avos!” media release distributed on 22/6/2022 (a copy of the media release is here):
Media outlet | Reach |
10play.com.au**:
|
4.3 million visitors per month |
Better Homes and Gardens**:
|
Over 6 million |
Delicious**:
|
3,583,000 monthly page views |
Exec Review:
|
No current audience metric available |
FreshFruitPortal:
|
70,000 subscribers |
Fructidor.com:
|
44,000+ subscribers |
Good Food**:
|
1.003 million per month online |
Radio ABC, Sydney: | 592,000 weekly audience |
The Guardian:
|
105,134 readers per day |
MSN.com
|
843.4 million page visits per month |
Weekly Times Now:
|
More than 760,000 people reached in print and online each month |
Rabobank Media release that provided Rabobank’s outlook for the avocado industry:
Media coverage generated as a result of the Rabobank media release (distributed on 25/7/2022) in which an Avocados Australia spokesperson is also quoted (John Tyas or Jim Kochi):
Media outlet | Reach |
ABC Rural online:
|
On average 10.9 million per month |
ABC Online:
|
On average 10.9 million per month |
Armidale Express:
|
Reach of more than 10,000 readers |
Financial Times:
|
Readership of 1.2 million |
Joyjoykitchen.com:
|
No current reach figure available |
Junkee:
|
Over 2 million unique visitors per month |
Lad Bible:
|
12.6 million visits per month |
Lismore City news:
|
10,334 monthly online audience |
newsbreezer.com:
|
12,468 pageviews per day |
news.com.au:
|
87.4 million visits per month |
PublicWire:
|
Current reach figure unavailable |
Queensland Country Life:
|
85,186 readers per week |
Radio ABC Canberra | 94,000 weekly listeners |
Radio ABC Riverland | 179,000 weekly listeners |
Radio 2DU | 174,000 weekly listeners |
Radio 2GB:
|
Weekly audience of 677,000 |
SCA (Triple M, Hit) | 1.5 million unique listeners per month |
Tasting Table:
|
2.9 million visits per month |
The Advocate:
|
187,221 monthly online audience |
The Land | Reaches 87% of NSW producers each month |
The Latch:
|
Current online audience figure unavailable |
The Times UK:
|
13.164 million monthly online audience |
The West:
|
4.5 million monthly online audience |
Vice.com:
|
24.6 million visits per month |
[end]
This article has appeared as part of the Guacamole issue dated 5 August 2022.
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Date Published: 03/08/2022