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.

Hort Innovation - Strategic Levy Investment (Avocado Fund)

Keep scrolling to see more great marketing activity in 2021. (If you want to look back through 2020, click here.) And, if you are chasing some delicious avocado recipes, check out Australian Avocados.


Three new recipes on Australian Avocados’ website (April)

The three new Luke Hines recipes showcase the season’s Shepard avocados.

Take your salad up a level by grilling your Shepard avocado. Add broccoli and cauliflower, and dress with lemon juice…

Posted by Australian Avocados on Sunday, 11 April 2021


The Shepard is misunderstood (4 April)

Often the victim of ire and disdain online, the Shepard avocado gets a bad rap for its eternally green appearance and firmer flesh, but it turns out they’re just misunderstood, foodie Luke Hines tells Body+Soul.


It’s Shepard season in Woolworths (23 March)

Australian Avocados is continuing its 2021 Shepard promotion, working with Woolworths on this digital screen.

 


Leveraging MAFS! (19 March)

 

A meme, with an image of a woman and the words "you're not an avocado, not everyone likes you"
A participant in the extremely popular Married at First Sight, used this classic line in an episode aired on 17 March, 2021. What can we say, Beck Zemek, we couldn’t agree more.

It was an opportunity too good to miss, when Married at First Sight star Beck Zemek used the classic line “you’re not an avocado, not everyone likes you” when talking to another participant in an episode first aired on 17 March 2021.

Australian Avocados immediately took the opportunity to be involved in the conversation, commenting on the quote on the MAFS social media, and developing the above meme. (Click here to download, if you want to use it yourself.)


Woolworths promotes Shepard (4 March)

This month, Woolworths’ Shepard promotions have leveraged levy-funded content, as a result of retailer engagement work carried out by Avocados Australia Market Development Manager Hayleigh Dawson, in partnership with Hort Innovation.

Check it out in full by clicking here.


“Give Shepard some love”: Luke Hines (2 March)

“They need all the love they can get,” says cookbook author and shameless team Shepard devotee, Luke Hines. “Australia is the only place in the world where you can get a Shepard, and they’re only around for a couple of months. They should be celebrated.”

Read the full story at news.com.au.


Shepard season features on 7News (27 February)

The teams at Australian Avocados and Avocados Australia have been getting the word out that plenty of delicious Shepard avocados are on their way to retail shelves. This piece ran on 7NEWS Brisbane news bulletin on Saturday, 27 February, and featured a range of growers.


Aldi promotes Shepard (24 February 2021)

Aldi’s special buys catalogue for the week of 24 February featured Australian Shepard avocados.


Shepard promotions are here! (22 February 2021)

Australian Avocados has started its Shepard seasons promotions with posts on Facebook and Instagram to help consumers tell when the greenskins are ripe. Activities to promote Shepards this season will include promotional panels near the point of purchase, radio spots, a PR campaign and more.

You can view the full Shepard marketing plan from Australian Avocados in the BPR Library (you will need to log in to view this report). The BPR is an online one-stop-shop focusing on best practice to improve the quality of avocados provided to consumers. Avocados Australia welcomes new applications for the Best Practice Resource from all businesses that are part of the Australian avocado industry.


Chinese New Year promotion (9 February 2021)

Chinese New Year is just around the corner, and Australian Avocados is using its social media channels to provide some recipe inspiration for the celebrations. Check out this Yu Sheng salad on Facebook.

Chinese New Year is around the corner! From Feb 12th it will be the year of the Ox and we think this colourful Yu Sheng…

Posted by Australian Avocados on Thursday, 4 February 2021


Shopping centre promotions (5 February 2021)

The Australian Avocados shopping centre promotions have been spotted in the wild by Avocados Australia staff today. This shot is of an electronic advertising board in the Maroochydore Sunshine Plaza, in Queensland. This sign is above the escalators moving between floors.

 


Dessert with Adam Liaw (20 January 2021)

Celebrity chef Adam Liaw is encouraging our avo loving consumers to step up their dessert game with his avocado, lime and macadamia pie. There’s even a blow torch involved! Check out the video and recipe here.

Chef Adam Liaw's avocado, lime and macadamia meringue pie
Chef Adam Liaw’s avocado, lime and macadamia meringue pie

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.

Adam Liaw prepares an avocado seaweed salad for Australian Avocados
Adam Liaw prepares an avocado seaweed salad for Australian Avocados

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.

 

 

 

 

Author: Lisa Yorkston
Date Published: 06/01/2021