A new domestic brand campaign for Australian Avocados has officially launched across a range of media platforms, targeting consumers on their purchase journeys.
The objective of the new campaign is to emotionally connect with Australian consumers by leveraging the inherent love people have for avocados. By building brand love, the campaign will help drive consumer preferences for Australian Avocados. With a recent volume lift of 30 per cent year-on-year for domestic production, these factors will be important in increasing the frequency of avocado purchases
The integrated campaign will feature activity from May until the end of June across television, out of home advertising, social media (Facebook and Instagram), digital advertising and public relations.
The Australian Avocados marketing team looks forward to sharing campaign results with the avocado industry over the coming months.
Television and digital videos
TV is an important channel for Australian Avocados to reach the target audience and drive mass top of mind awareness. Australian Avocado television activity will feature 30-second and 15-second advertisements and will go live across both the Seven and Ten networks, targeting key top-performing programs including Bondi Rescue, Sunrise, MasterChef -The encore, The Project and Big Brother. You can view the 30-second TV ad on YouTube here, and the 15-second TV ad here.
Out of home
To extend the reach of the campaign and reinforce key messages in consumers’ minds on their path to purchase journey, Australian Avocados will feature in digital and static out of home advertisements. This includes outdoor advertising (for example, billboards) and street furniture in high traffic and iconic sites. Retail out of home advertising proximity to the supermarket will help reach shoppers on their way to their grocery shop and not only remind them to pick up Australian Avocados in store but inspire them on how to use them.
Having an online presence on social media forums like Facebook or Instagram is a great way to interact with the target audience and to connect with them on a personal level. The content pillars of the new campaign have evolved to:
- Sponsors of Green Gold - Content that amplifies the campaign and motivates community participation to build an emotional connection with avocados
- Mastering Green Gold - Content that educates people about Australian avocados and their health and wellbeing benefits
- Green Gold moments - Food and recipe content that inspires people to choose and use Australian Avocados more frequently.
To extend the reach of television to lighter television viewers and build reach and frequency of key messages with consumers, the Australian Avocados 30” advertisements will be featured across both BVOD (broadcaster video on demand/catch up television) and YouTube advertisements.
Public relations (PR)
Public relations activity will see Australian Avocados ‘officially unofficially’ sponsor small community and/or sporting groups which would never receive official sponsorship yet are an essential part of Australian life.
To kick the campaign off and provide a springboard for a national call-out for sponsorship, the campaign will engage with one Australian green and gold institution to bring the essence of the campaign to life, as well as create strong media opportunity and example of the activity.
Balmain Bowling Club has been chosen as the ‘bowlo’ is considered an Aussie icon and is often the heart of many communities. This makes the choice a beacon for the types of small community and or sporting groups the campaign is looking to receive sponsorship requests from.
Balmain Bowling Club is based in Sydney but has a great history in that it is the oldest in NSW. As the oldest ‘bowlo’ in NSW, this bolsters the angle of engaging with true Aussie institutions further. The club has also been hit by hard times in this past year, nearly closing its doors permanently following COVID-19 closures.
IGA merchandising competition “Go for Green Gold”
To support the brand campaign from an in-store and consumer experience point of view, a merchandising competition across 1,400 IGA stores will run from the 7th of July for four weeks. The activity will encourage IGA stores to create amazing displays in order to win a green-gold avocado trophy.
These marketing activities are strategic levy investments in the Hort Innovation Avocado Fund