Australian Avocados Marketing Update 2020

About the marketing program

This is the latest marketing activity that’s helping Aussie consumers connect with (and eat!) Australian avocados. The industry’s marketing is managed by Hort Innovation and funded by the avocado marketing levy. Hort Innovation develops consumer-focused promotions using a variety of mediums including social media platforms such as Facebook and Instagram, as well as targeted partnerships with consumer-related publications and platforms.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

Keep scrolling to see more great marketing activity in 2020! Latest items: avocado beer (yes, really!), radio spots, new marketing plan, and more!


Avocado and beer (23 November)

Aussie Avocados make everything better, even beer! Australian Avocados have brought together two icons: avos & beer for the ultimate summer pairing in partnership with craft beer legends Grassy Knoll Brewing. The fresh drop is a refreshing full-bodied cream ale brewed with fresh Australian Avocados and best served cold alongside one of the many avocado recipes. Available for a limited time!

 

 


Turning winter comfort into summer love (19 November)

Pasta is most often considered a winter treat, but the lightness of avocado can turn a typically-heavy meal into a summer-y delight. From avocado and crisp prosciutto pasta and avocado risotto, to squashed potatoes with avocado salsa and sausage snakes on avocado-potato mash, carb-loaded meals can be given a fresh summer twist with a little help from Aussie avos. Read more in goodfood.


Hort appoints new creative agencies (19 November)

Hort Innovation has appointed TBWA Sydney and Eleven to its roster of agencies following an extensive pitch process. TBWA’s remit for the initial three-year contract will include integrated creative, social and PR. Read more in Campaign Brief.


Getting avocado on the airwaves (10 November)

The latest phase of marketing from Australian Avocados aims to start to drive emotional connection with consumers by tapping into the undeniable love consumers have for Australian Avocados through radio spots and social media activity. This includes a competition that’s just kicked off, encouraging radio listeners to share how they like to Have-A-Cado for the change to win a share of $5,000, check out some of the promo here.

There’s also recipe content being promoted, including this example from kiis1065.


Avos making everything better on radio (27 October)

Listen to the latest radio ad, letting avo lovers know about how avo makes everything better.


New marketing phases (26 October)

The Australian Avocados marketing program will be split into two phases for 2020/21. In the first phase, the premium and iconic of avocados from Australia will be defended, highlighting why Australian avocados offer the best total value (check out this Facebook post), encouraging consumers to actively choose Australian avocados, and reminding consumers about why they love Australian avocados (check this Instagram post).


Budgy Smuggler winner! (15 October)

The winner of the Budgy Smuggler competition (read more from 15 September) was this creative entry from Linday Luczak. You can read more of the comments here on Facebook, and here on Instagram.

The competition attracted 5,460 likes and 97 comments on Insta and 3,300 reactions and 220 comments on Facebook.


Enjoy a smashed avocado summer (15 September)

Australian Avocados is asking consumers “why you love Australian avocados?” in the latest social media competition. The competition, running from 14-28 September is a partnership between Australian Avocados and Budgy Smuggler, and gives one lucky winner a prize pack including:

  • two pairs of Smashed Avo Budgy Smugglers or Smuglettes
  • two Smashed Avo bucket hats
  • two Smashed Avo towels
  • a tray of Australian Avocados.

The objective of promotion is to drive top of mind awareness of avocados coming into spring when consumers start feeling positive about the weather and getting their beach bodies into shape. It’s also a good opportunity to engage with avocado fans in the lead up to the high-demand summer season. Entries will be judged on creativity the week commencing 28 September.

 

View this post on Instagram

 

Do you think you can take the crown as Australia’s #1 avocado fan? ? We have teamed up with the legends at @BudgySmuggler to offer one avocado lover the perfect summer avo prize for you and a friend! To enter all you have to do is tell us why you love Australian avocados and how they make everything better. ? You must be following @australianavocados to be eligible to win ? The huge prize pack includes: 2 pairs of Smashed Avo Budgy Smugglers or Smugglettes 2 Smashed Avo bucket hats 2 Smashed Avo towels A tray of Australian Avocados Terms and conditions can be found at the link in our bio. Competition closes 28 September. #australianavocados #smashanavo #budgysmuggler #smugglette #avocadolovers #avocadolove #competition #giveaway #prize #summer #avocado #buyaustralian #localproduce #freshproduce

A post shared by Australian Avocados (@australianavocados) on


 


Retail promotion (2 September)

Australian Avocados has recently featured in Woolworths stores at the point of purchase to encourage shoppers to place more avocados in their baskets more often. As part of the campaign, Woolworths featured Hass avocados across front of store bollards, basket liners, recipe cards featuring Australian Avocado’s grilled chicken avocado rice bowl (located next to product on shelf), and digital screens. The campaign celebrated Hass avocados, provided inspiration across meal occasions and educated consumers on the features and benefits of Hass avocados.

 


Avocados on My Market Kitchen (17 August)

Avocado growers Katrina and Tim Myers showcased their operation at Barham, NSW, as part of the 10 August episode, and Hort Innovation Research and Development Manager Jemma O’Hanlon demonstrated how to make an avocado chocolate mousse. You can click here to watch the segments.


Guacamole winner (3 August)

While lots of delicious entries were received, the winner of the Australian Avocados guacamole competition has been announced! The winner of the competition submitted their take on an avocado lovers ultimate dream with this Margarita Guacamole, earning themselves a guacamole & cocktail starter kit, including a guac maker, a 13-piece bar mixology and a tray of Australian avocados.

Instagram user wytrabit was the winner of the 2020 Australian Avocados guacamole recipe comp

If you want to make this bit of deliciousness at home, here’s the full post from wytrabit:

Who needs a cocktail on the side??? … when my favourite Margarita Guacamole, is made with yummy fresh @australianavocados, orange & lime juice & my magic ingredient TEQUILLA , it multi-tasks so deliciously … but this cook’s, not going to refuse a cocktail, if someone feels like spoiling her with one ????????????? ??.
2 Ripe Avocados
1 Tbs Lime Juice
1/2 Tbs Orange Juice
1 Tbs Tequilla (good quality) to taste ?
1 clove Garlic (finely minced)
1 1/2 Tbs Red Onion (finely chopped)
1 Tbs Coriander (chopped)
1 tsp Jalapeno Chili (finely chopped)
1 tsp Salt Flakes
1 tsp Orange Zest (finely grated)
Mash the avocados with the lime juice, orange juice & tequilla.
Add the garlic, onion, coriander, orange zest & salt.
Gently stir to combine, check the seasoning.
Serve in a salt rimmed glass bowl, with crunchy corn chips on the side ??? #australianavocados #avocado #smashanavo #smashanavoathome #guacamole
@australianavocados #goodmoodfood #mexicanfood #cookingathome
#healthysnacks #funinthekitchen


Buzzfeed’s avo toast reviews (2 August)

Cna you come up with 21 ways to have a #smashedavo? The team at Buzzfeed could, and they’ve reviewed them all, including a tasty avocado and mushroom combo from Australian Avocados. Read the Buzzfeed article here.


DIY Guacamole & Margarita (16 July)

Avo lovers within 15km of Sydney’s CBD can have everything they need for their next Mexican night delivered, thanks to a new partnership between Australian Avocados and alcohol-delivery service Boozi.

Read more on our 24 June entry (below) and read the full Broadsheet article here.


That winning feeling (6 July)

Australian Avocados is giving one lucky avocado lover the chance to win a guacamole and cocktail starter kit, including a guac maker, a 13-piece bar mixology set and a tray of Australian avocados by sharing their favourite guacamole recipe, here.

 

 

View this post on Instagram

 

? GIVEAWAY ? Who doesn’t love guacamole and a cocktail on the side? We are giving one lucky person the chance to WIN the ultimate guac and cocktail starter pack ? ⁣ ⁣ The prize includes a guacamole maker from @cookut, a 13-piece cocktail making kit from @thedecorhouse.com.au and a tray of Australian-grown Hass avocados. Everything you need to #smashanavoathome!⁣ ⁣ It’s easy to enter, all you need to do is share your favourite guacamole recipe (and a pic) with us for your chance to win. ⁣ 1. Upload a picture of your favourite guacamole recipe to your public account⁣⁣ 2. Use #australianavocados #smashanavoathome⁣ 3. Tag @australianavocados *T&Cs apply, see the link in our bio for more details.⁣ ⁣ ⁣ #australianavocados #smashanavo #guacamole #win #competition #avocados #goodmoodfood #cocktails #delicious #tasty #cookingathome #guac #guacmaker #win #giveaway

A post shared by Australian Avocados (@australianavocados) on



Woman’s Day features avocado toast (3 July)

With more than 800,000 weekly readers, the Woman’s Day magazine certainly helps spread the message that avocados make everything better. As part of the current marketing strategy, Australian Avocados is helping consumers improve their confidence in selecting the perfect avocado. And there’s nothing easier than deciding to #smashanavoathome.

Australian Woman's Day (scan from 6 July 2020 edition)
Australian Woman’s Day (scan from 6 July 2020 edition)

According to Woman’s Day, its readers spend an average $216/week on groceries, 81% are the grocery buyer in their household, and are mostly between 35-65+ in age. Importantly for the goal of increasing domestic consumption, 88% of readers report having cooked or made something from a recipe in Woman’s Day.


Avocado in fine form, says Guardian Australia (1 July)

The Guardian has an audience of 9.7 million in Australasia, and the Guardian Australia Facebook has 760,000+ people who like the page.


Guac and margaritas, hello (24 June)

A partnership between Australian Avocados and Sydney-based drinks delivery company Boozi, has launched to inspire consumers to extend the use of avocados at home into more meal occasions. The partnership involves the delivery of a guacamole and margarita pack including avocados, limes, chillies, corn chips and a 500ml bottle of pre-batched margarita to Sydney residents. The campaign will be supported with media (like these articles from TimeOut and Eat.Drink.Play) and influencer outreach to encourage consumers to make their own Guacamole & Margarita night at home. Let the fiesta begin!


Keeping avos on the front foot (12 June)

The team at Australian Avocados has generated 163 pieces of media and social coverage to date, supporting the current campaign as the season changes from Shepard to Hass, earning more than 28.4 million opportunities to see.

Here’s an example of the generated content, from Interiors Addict’s Foodie Friday. This blog has 100,000 readers each month, and a sizeable following on Facebook and Instagram. This blog has 100,000 readers a month, 70,000+ on Facebook and 94,000 on Insta.

Also popular has been the #smashanavoathome campaign, which has so far had the potential to be seen by more than 15 million consumers across media and social media-specific to this campaign. To support the #smashanavoathome campaign, Australian Avocados is planning a new social competition on the Australian Avocados Facebook and Instagram. Details to come. Australian Avocados marketing activities are managed by Hort Innovation and funded by the avocado marketing levy.


Hort Innovation May marketing update (12 May)

In response to the unfolding COVID-19 situation, two priorities have been identified for Australian Avocadoes and the aim to continue driving in-home consumption:

  1. ensuring consumers understand how and why avocados can positively benefit them and their health during this time
  2. educating consumers how to use avocados at home, on Shepard avocados and the differences from Hass (and the change in season when it comes) and the versatility of the product across a range of meals/occasions (including replicating eating out at home).

Click here to read the full report over at Hort Innovation.

 

 

 

Author: Lisa Yorkston
Date Published: 24/06/2020