Hort Innovation is responsible for investing the avocado marketing levy into a range of activities to drive awareness and consideration in domestic markets. Here is a quick look at what happened during 2023/24…
The 2023/24 international marketing program for Australian avocados broadened awareness, increased consideration, and built strong relationships along the supply chain in key international markets, including Japan, Thailand, the GCC region, Hong Kong, Malaysia, Singapore, and India. The campaign focused on promoting Australian avocados as a premium product, known for its taste and quality, across Asia Pacific and Middle Eastern markets.
The 2023/24 marketing campaign effectively positioned Australian avocados as a premium product globally, driving demand and building a strong foundation for future growth through strategic marketing initiatives, consumer engagement, and trade partnerships.
Insights that drove our thinking
International markets know Australia not only for its unique landscape, but also the quality of its produce and people. Australian Avocados embody the rich characteristics of the countries hardworking and passionate good-natured farmers. However, the true value of Australian Avocados is lesser known overseas to grocery and produce buyers alike.
The campaign centred on three goals:
- Define: establish new opportunity for Australian avocados through trade missions and trade shows to build a network and interest.
- Develop: grow preference for Australian avocados and grow share within the category.
- Drive: grow avocado category overall and expand the retail footprint across markets whilst building preference for Aussie avocados.
What did the campaign look like in market
Campaigns took place in Japan, Thailand, GCC region, Hong Kong, Malaysia, Singapore and India. It included the following elements:
- Brand ambassador Brett Lee – Brett Lee was brought on to be a brand ambassador in India. The campaign aligned with the retail program in India and included various events, media coverage and social media content. The campaign leveraged Brett Lee's popularity to boost the visibility and appeal of Australian avocados, particularly in India, creating a strong brand association and driving consumer interest.
- Media coverage – paid media content targeted "Foodies" and health-conscious parents using platforms like Meta (Facebook and Instagram) and YouTube, showcasing Australiana, recipes, and lifestyle benefits.
- Event participation – Australian avocados was showcased at key international trade shows like Gulfood in Dubai, SMIT Japan, and Asia Fruit Logistica in Hong Kong, strengthening relationships with major importers and distributors.
- Education – ‘Grown in Good Nature’ was launched on a retail eLearning platform, offering training and resources for retail staff to enhance their knowledge and promote Australian avocados effectively.
What did the campaign achieve
- A comprehensive marketing program was conducted across seven markets, successfully broadening awareness of Australian avocados. It involved more than 30 retail chains in the Asia Pacific and Middle East regions, as well as major importers and leading e-commerce platforms.
- Brett Lee brand ambassador program supported the launch of Australian Avocados in India. The announcement was made at Avocados Australia’s Launch Trade Reception held at the Australian High Commission in New Delhi in India. This exciting collaboration marks a significant milestone for both Australian avocados and the Indian fresh fruit market.
- Increase the brand awareness of Australian avocados in new export markets such as Japan, Thailand and the GCC region. Local consumers need more information about avocados, such as when to eat, how to ripen and what to prepare with an avocado, hence why we created customised marketing collaterals to support the industry with branding, innovative product promotions and information at point-of-sale.
