New National Brand Campaign Aims to Drive Avocado Consumption

New National Brand Campaign Aims to Drive Avocado Consumption Among Light Buyers

Hort Innovation, in collaboration with creative agency Thinkerbell, have launched a bold new brand campaign to drive top-of-mind awareness and consideration of Australian Avocados – particularly among light buyers.

Why a new campaign?
The previous Our Green Gold campaign successfully built awareness and distinctiveness for the brand but did not quite move the needle on consideration. This new campaign addresses that gap – drawing on insights from Hort Innovation’s data, Thinkerbell’s behavioural science approach, and creative strategy.

The insight behind the idea
Australians are looking to satisfy cravings for rich, creamy tastes and textures and eat healthily. Australian Avocados tick both boxes. The campaign taps into this dual desire with the proposition: Australian Avocados are delicious nutritious.

The idea: Avo-Can-Do

“Avocados are the fruit that can do both. They are delicious and nutritious. They’re the can-do fruit that puts you in a can-do frame of mind. So, you can-do whatever you want to do.”

The campaign aims to show that Aussie Avocados can-do pretty much anything, including inspiring a can-do attitude.

“Can-do anything” – Avocados are the ultimate all-rounder. From soups, salads, and sandwiches to heart health, mood-boosting benefits, and good fats – avocados can-do anything.

“Can-do attitude” – This emotional layer brings an uplifting, playful tone to the campaign, expanding its appeal beyond recipes to inspire and connect with consumers on a deeper level.

Where you’ll see it
The campaign is now live across Out-of-Home, Retail Online Media, and Social Media. Radio will hit the airwaves in June, followed by film assets launching in July.

Here’s how the campaign will roll out across key paid media channels:

• TV: 15-second spots on Channel 7, 9 and 10 across Metro 5 to generate mass campaign reach and impact.
• Digital TV: Running across YouTube and Prime Video, with pre-rolls, bumpers and Shorts targeting engaged viewers using sign-in demographic data, interests, and purchase intent.
• Social media: Meta and TikTok will drive campaign frequency through in-feed, Stories, and Explore placements.
• Outdoor: A range of formats including retail, large format, transit, and street furniture will ensure high visibility in key locations.
• Audio: Broadcast radio ads (15” and 30”) will air on NOVA and Smooth FM, while Spotify will run podcast pre- and mid-roll ads with mobile display assets. Audio will be tactically placed to find people in habitual listening moments with a focus on breakfast/morning/afternoon/drive day parts in all markets. On Spotify, ads will aim to reach habitual podcast listeners.
• Retail online media: Targeted digital display ads on Coles360 and Cartology will serve reminders near the point of purchase – across relevant categories like fruit and veg, Mexican, cheese, bread, chips, international food and salad.

Success so far!

So far, the campaign is successfully conveying the appealing duality of Australian Avocados as a tasty, nutritious fruit. According to Cubery creative testing research:

• Avo-Can-Do, as a brand platform, resonates with consumers – rating 21 points above the Cubery norm of 52.
• The overall look and feel is working with bold visuals and distinctive branding cutting through the noise and boosting appetite appeal.
• Out-of-home placements are showcasing avocado’s taste, versatility, and duality, and bolstering nutrition perceptions.
• Film assets are captivating, compelling, and connect well with consumers, rating in the top 3% of film executions tested by Cubery.

With its catchy, creative concept and wide-reaching media mix, the campaign is set to boost top-of-mind awareness and drive consideration of Australian Avocados. Stay tuned for the film assets launch in July – and watch as the Avo-Can-Do So Can You message spreads nationwide!

This article is part of the 9 June 2025 edition of Guacamole, the enewsletter.

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