In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers.
Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit and vegetables.
Key highlights for avocados include:
- The new brand campaign, Avo-Can-Do So Can You, launched with a bold message: if Aussie Avocados can do it all, so can you. Celebrating their delicious and nutritious qualities, the campaign inspired a can-do attitude across breakfast, lunch, and dinner. Developed in collaboration with the SIAP, it ran across TV, online video, outdoor, radio, retail e-commerce and social media.
- To support strategic growth in the foodservice sector, a three-year communications strategy was developed, informed by research and industry interviews. Year one activations included a National Avocado Day partnership with Mejico, trade show sponsorships, and a chef event for 80 key decision-makers – over 80% of whom said they were highly likely to use avocados in new applications as a result of attending the event.
- Australian Avocados also activated across seven key export markets: Hong Kong, Malaysia, Singapore, India, the Middle East, Thailand and Japan. Retail-led programs featured in-store displays, sampling, cooking demos and gift-with-purchase promotions, supported by e-commerce extensions. A consumer-facing layer included non-skippable YouTube ads (Sep 2024 - Feb 2025) and influencer outreach in Hong Kong, Malaysia and Singapore (Mar - Jun 2025).
To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.
