Marketing Australian avocados

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.

Brand campaign objective

The objective was to develop a campaign that emotionally connects with Australian consumers by leveraging the inherent love people have for avocados. By building brand love, we will help drive preference of Australian Avocados, grow unaided brand recall (awareness) and drive consideration, which will contribute to increasing frequency of purchase. All of which are important when faced with a volume uplift of 30% YOY.

The integrated campaign will feature activity across television, out of home advertising, social media (Facebook and Instagram), digital advertising, and public relations, and will run until the end of June 2021.

The case for change

Whilst the Australian Avocados’ Smash an Avo campaign has driven awareness of functional benefits (such as use and versatility), it is a creative articulation that somewhat limits distinctiveness, brand building and on-going relevance.

The creative inspiration for the campaign started with the fact that while avocados were not “born” in Australia, we’ve made them our own.

They’re everywhere. At our cafés, our dinner parties, our restaurants and our taco trucks. In fact, they’re so universal, they’ve almost become invisible. And we’ve forgotten how precious they are. Every mouthful is a premium. Every slice is golden. Every cube is a little treasure. To be artfully arranged in our sushi. Masterfully mashed on our toast. And divvied up democratically. (Or else.)

Isn’t it time that we reminded Australians of how much we love them? That we celebrated their iconic status? They’re our national treasure. Our Green Gold.

Creative idea

It’s green, it’s gold. It’s a national treasure. In order to celebrate the iconic status of the Avocado and elevate it beyond the plate and into culture. Let’s give the avocado its rightful place. Officially… but actually unofficially.

PR campaign

As part of the PR activity, Australian Avocados will ‘officially unofficially’ sponsor small community and/or sporting groups. In order to create a strong earned media moment and provide a springboard for our national call out for sponsorship, we will engage with one Australian green and gold institution to kick things off and bring the essence of the campaign to life.

By engaging with one community group/ team, we are providing an example of what an ‘official unofficial’ sponsorship looks like. Media are in need of an example to provide the call to action for involvement with context.

Our Green Gold will take over this giant mural space overlooking Kings Cross, Sydney.

The Australian Avocados shopping centre promotions were spotted in the wild by Avocados Australia staff in February. This shot is of an electronic advertising board in the Maroochydore Sunshine Plaza, in Queensland. This sign is above the escalators moving between floors.

We have chosen a bowlo as it is an Aussie icon and the heart of many community, which makes it a beacon for the types of small community and or sporting groups we are looking to receive sponsorship requests from.

The bowlo we have chosen (the historic Balmain Bowling Club) is based in Sydney but has great history in that it is the oldest in New South Wales. The club has also been hit by hard times in this past year, nearly closing its doors permanently because of the impacts of COVID-19.

Social

Having an online presence on any of our social media forums like Facebook or Instagram is a great way to interact with our audience and to really connect with them on a personal level.

Our content pillars have evolved based on the new campaign. These are: 1. Sponsors of Green Gold – content that amplifies our platform and motivates community participation to build an emotional connection 2. Mastering Green Gold – content that educates people about

Australian avocados and their health & wellbeing benefits 3. Green Gold moments – food and recipe content that inspires people to choose and use Australian Avocados more frequently.

IGA Merchandising Competition: Go for Green Gold

In addition to this activity, to support the brand campaign from an instore and consumer experience point of view, a merchandising competition across 1,400 IGA stores will run from 7 July, for a four week period. The activation will encourage IGA stores to create amazing displays in order to win a green gold avocado trophy.

An example of the social media content that will be shared for the Our Green Gold campaign.

Shepard promotion

In line with expected peak supply times, the Australian Avocados’ promotion for Shepard ran between February and April, including radio, out-of-home displays and social media content. This included working with retailers, including Woolworths (pictured). The activities also included activities with foodie and personal trainer Luke Hines, who told Body+Soul that the Shepard was just misunderstood, and produced a new recipe as well, a charred BBQ avocado salad.

“I think Aussies simply aren’t aware of what makes them so great or don’t understand how to make the most of them,” Luke told the publication. “For example, our research shows that over half of Aussies (54%) aren’t aware that the skin remains green, even when ripe and 62% don’t know that their flesh won’t oxidise when cut or go brown when stored in the fridge.

“I find them ideal for slicing and dicing in salads, sandwiches or even a ceviche as opposed to smashing,” he says.

Adam Liaw talks avocado

A partnership with well-known television presenter, author and celebrity chef Adam Liaw also helped to provide inspiration and drive preference for Australian avocados. Adam, who specialises in Asian home cooking, has 230,000 followers on Instagram and is a regular columnist for goodfood, Sunday Life and the Guardian Australia.

Avocados in popular culture

It was an opportunity too good to miss, when Married at First Sight star Beck Zemek used the classic line “you’re not an avocado, not everyone likes you” when talking to another participant in an episode first aired on 17 March 2021.

Australian Avocados immediately took the opportunity to be involved in the conversation, commenting on the quote on the MAFS social media, and developing a meme (pictured).

Acknowledgement

This activity is managed by Hort Innovation, on behalf of the industry, and is funded by the avocado marketing levy. You can find links to a range of the online content via our industry marketing blog at bit.ly/AusAvos2021, including the new Our Green Gold ad featuring comedian Nazeem Hussain.

Retailer Woolworths featured Australian Avocados content, to promote Shepards.

Adam Liaw’s avocado dessert is a winner on the goodfood website.

On social, it’s not all about what’s posted on the Australian Avocados Instagram and Facebook pages. In March, the team behind the consumer-facing social were there when a Married At First Sight participant told a fellow contestant “you’re not an avocado, not everyone likes you”.