Australian Avocados Marketing Update 2021
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.
New video with Adam Liaw (13 January 2021)
A partnership with well-known television presenter, author and cook Adam Liaw will help provide inspiration and drive preference for Australian avocados, through engaging content. Adam is producing six video recipes, including an avocado seaweed salad with sesame and onion dressing. Adam, who specialises in Asian home cooking, has 230,000 followers on Instagram and is a regular columnist for goodfood, Sunday Life and the Guardian Australia.
You can watch the video here: https://www.goodfood.com.au/recipes/this-recipe-will-elevate-your-outdoor-eating-this-summer-20210106-h1t7t4.
Driving consumption via social media (6 January)
Australian Avocados has an “always on” approach to social media. In the current marketing plan, the goal is to drive preference for Australian Avocados through communicating the value of buying local. The various posts on Facebook and Instagram aim to:
- inspire new avocado occasions
- educate Australians on how to choose and use avocados
- highlight the value of buying local.
Date Published: 06/01/2021