Avocados July tactical campaign and activity – Great results to date!

PR achieved for the Avocados July tactical campaign:

An additional 3 broadcast segments from The Project, ABC  and Today Extra that syndicated 67 times with a total reach of 4.5M. That makes a total of 374 pieces of coverage with a total reach of 190.9M+.

This week The Project covered the abundance of avocados highlighting the reason for the abundance, all the ways to use them. The segment syndicated across 24 stations with a total viewership of 402.3K. It included campaign videos and stills with commentary from Nazeem and Pia Piggott. Host Carrie Bickmore also raved about her love of avocados and own memories of avocados from when she was growing up. Clips of the segment also syndicated across The Project’s Instagram and Facebook to an additional 3.7M+ viewers.

ABC syndicated across 8 channels with a total viewership of 207.8K. The segment with Alice Zaslavsky included recipes such as Avocado Chocolate Moose and Guacamole Nachos to make the most of avocados being “cheaper than a muesli bar” for an afternoon snack. It also gave tips on how to keep avocados fresher for longer and how to ripen them quicker. The segment also highlighted the benefits of avocados such as the slow release of energy to beat the afternoon slump.

Today Extra also included a recipe segment with Jane De Graaff that went across 33 stations with a total viewership of 167.8K. The segment urged Aussies to make the most of the cheap avocados to use in recipes such as Avocado Soup, Vegan Avocado Ice cream and Avocado Cheesecake.

Live (x374) 

  • ABC, Alice Zaslavsky Recipe Segment, (Reach: 52776)
    • ABC 1 Perth (Reach: 16713)
    • ABC 1 Darwin (Reach: N/A)
    • ABC 1 Adelaide (Reach: 13930)
    • ABC1 Melbourne (Reach: 40420)
    • ABC Canberra (Reach: 6578)
    • ABC 1 Brisbane (Reach: 33201)
    • ABC Hobart (Reach: 44200)
  • Nine Sydney, Today Extra  – Avos Prices Smashed (Reach: 31399)
    • Imparja Bull (Reach: N/A)
    • NBN Coffs Harbour (Reach: N/A)
    • NBN Gold Coast (Reach: N/A)
    • NBN Gosford (Reach: N/A)
    • NBN Lismore (Reach: N/A)
    • NBN Newcastle (Reach: 2292)
    • NBN Port Macquarie (Reach: N/A)
    • NBN Tamworth (Reach: 11433)
    • Nine Albury (Reach: N/A)
    • Nine Brisbane (Reach: 18339)
    • Nine Cairns (Reach: 517)
    • Nine Canberra (Reach: 3364)
    • Nine Central Queensland (Reach: 1269)
    • Nine Central Victoria (Reach: 1615)
    • Nine Darwin (Reach: N/A)
    • Nine Gippsland (Reach: 5377)
    • Nine Gold Coast (Reach: N/A)
    • Nine Hobart (Reach: 615)
    • Nine Illawarra (Reach: 3494)
    • Nine Mackay (Reach: 1011)
    • Nine Melbourne (Reach: 27456)
    • Nine Mildura (Reach: 1447)
    • Nine Mount Gambier (Reach: 5377)
    • Nine Orange (Reach: 4777)
    • Nine Riverina (Reach: 4777)
    • Nine Shepparton (Reach: 1809)
    • Nine Sunshine Coast (Reach: 1572)
    • Nine Toowoomba (Reach: 1801)
    • Nine Townsville (Reach: 688)
    • Nine Western Victoria (Reach: 2896)
    • Nine Wide Bay (Reach: 3144)
  • The Project Instagram, Carrie loves avocados, (Reach: 259,000)
  • The Project Facebook, Carrie loves avocados, (Reach: 1,136,996)
  • 10 Melbourne, The Project (Reach: 116911)
    • 10 Adelaide (Reach: 2130)
    • 10 Brisbane (Reach: 72637)
    • 10 Broken Hill (Reach: N/A)
    • 10 Darwin (Reach: N/A)
    • 10 Gold Coast (Reach: N/A)
    • 10 Perth (Reach: 33206)
    • Southern Cross Port Lincoln (Reach: 8915)
    • Southern Cross Port Pirie (Reach: 8915)
    • Ten Albury/Wodonga (Reach: N/A)
    • Ten Cairns (Reach: 14941)
    • Ten Canberra (Reach: 26171)
    • TEN Central Digital TV (Reach: N/A)
    • Ten Central Queensland (Reach: 11503)
    • Ten Central Victoria (Reach: 9595)
    • Ten Gippslandm (Reach: 13798)
    • Ten Illawarra (Reach: 26798)
    • TEN Lismore (Reach: N/A)
    • Ten Mackay (Reach: 3008)
    • Ten Sunshine Coast (Reach: N/A)
    • Ten Toowoomba (Reach: 11709)
    • Ten Townsville (Reach: 9142)
    • Ten Western Victoria (Reach: 13773)
    • Ten Wide Bay  (Reach: N/A)

[end]

 

This article appears as part of the Guacamole issue for 5 August 2022.

Author: Anna Petrou
Date Published: 04/08/2022
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