Australian Avocados

Avocado-mash-up-series-e1450927855431

About

The expenditure of grower levy funds raised to support marketing and promotional activities for the industry is managed in partnership with Avocados Australia and a range of external service providers.

The industry ensures the levy funds are used to employ a range of advertising professionals to undertake the scoping, development and implementation of promotional activities for the industry.

This second year of the Australian Avocado three year strategic marketing plan continued to focus on the goal of turning avocado enthusiasts into avocado lovers to increase overall avocado consumption.

How

The media strategy focussed on national free-to-air and subscription television advertising supported by video online and digital advertising.

Representing the largest proportion of the marketing levy investment for the year, this maximised the industry’s investment in the new 30- and 15-second television commercials. This was supported by the ongoing social media and website presence for Australian Avocados, which extended the targeted audience reach and engagement for avocado messages.

Other key marketing activities continued to focus on consumer education around selection, handling, storage and ripening as well as key health messaging. Marketing investment was concentrated on in-store communication tools as well as content development for digital and social media channels.

Why

This second year of the Australian Avocado three year strategic marketing plan continued to focus on the goal of turning avocado enthusiasts into avocado lovers to increase overall avocado consumption.

The campaign saw a concentration in media activity aimed at maximising consumer awareness and delivering the greatest impact at key demand times.

Project Details

Project Details

Project name: Australian Avocados
Project number: AV

Avocados Australia

Funding Statement

This project has been funded by Horticulture Innovation Australia Limited using the Avocado levy and funds from the Australian Government.


Delivery Partners

Avocado

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