MARKETING UPDATE Marketing Australian avocados Adele Nowakowska, Hort Innovation
May 2021 marked the launch of the new brand positioning and messaging for Australian Avocados, with a new campaign designed to drive mass awareness to drive avocado demand. The Our Green Gold strategy has been developed from the overarching avocado category strategy and through consultation with the Avocado Strategic Industry Advisory Panel (SIAP). We secured well-known comedian Nazeem Hussain, and we will also “officially, unofficially” sponsor one of the country’s oldest bowls clubs. The initial burst of activity is scheduled for May and June 2021, in line with the highest volume supply forecast. The new Our Green Gold campaign features well-known comedian Nazeem Hussain (centre) and one of Australia’s oldest bowls clubs.
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MARKETING UPDATE
TALKING AVOCADOS AUTUMN 2021
