Marketing activity coming up in the domestic market

Driving demand for Australian avocados

Your marketing levy is funding a national campaign to keep Australian Avocados top of mind when fruit is on shelf.

What’s in market this year?

• Television and Online video (YouTube, Netflix, Amazon) share the message that Australian Avocados are delicious and nutritious.
• Outdoor advertising near supermarkets to influence purchase at the shelf.
• Radio advertising including a Coles radio spike, extends reach into commuting, on-the-go and shopping moments ensuring consumers encounter avocado messaging across multiple touchpoints throughout their day.
• Social media (Meta and TikTok) using creators and branded content to build awareness of avocados as tasty, healthy and versatile.
• Retail media on Woolworths and Coles websites and in-store point of sale to drive conversion.
• Earned media spike to drive top-of-mind awareness and relevance of Australian Avocados.

Education campaign – Are You Bruisin’ While Choosin’

The simple, memorable “the neck’s where to check” messaging will be amplified across social media and YouTube via the music video with World Strongman Eddie as well as retail touchpoints (in-store radio, in-store point of sale) to teach consumers at the shelf the correct way to check an avocado for ripeness.

Foodservice program

The R&D and Marketing levies are also supporting foodservice engagement to grow avocado use in restaurants, cafes and more. This season’s focus includes:

• Delivering a hands-on masterclass for chefs and foodservice operators at leading foodservice tradeshow Fine Food Australia.
• Amplifying quality, versatility and provenance through social media, PR and tradeshows.
• Driving adoption of Australian avocados on menus via inspiration and education content.

Acknowledgements

Issued on behalf of Hort Innovation: This project is funded by Hort Innovation, using the avocado marketing levy.

This article appears as part of the 14 August 2026 issue of Guacamole, our e-Newsletter.