In the midst of a bumper season, strong growth in consumer demand and following the launch of the nation’s first avocado pop-up last year, growers have pushed the button on an innovative $2.4million marketing campaign.
Featuring television advertising and a strong digital push, the campaign was developed by Hort Innovation in close consultation with an avocado industry advisory panel, made up of a cross-section of Australian growers and stakeholders.
Panel member and Avocados Australia chief executive John Tyas said the new ‘Smash an Avo’ campaign highlighted what people loved about the fruit.
‘‘The campaign idea, ‘Avocados make everything better — smash an avo’, is inspired by everyday vernacular and the fact that avocados are so incredibly versatile, delicious and nutritious,’’ he said.
‘‘It is brought to life in video with a quirky series of visuals that not only show how Australian avocados make any meal better, but also how they make us feel good ... all with a good helping of topical satire.’’
Mr Tyas said the campaign complemented what had been the rise and rise of Australian avocados.
‘‘We are seeing a lot of quality product hit the market right now, and Australian consumers are enjoying more avocados than ever with consumption rates more than doubling from 40000 tonnes in 2007 to almost 90000 tonnes today,’’ he said.
In line with its four-year levy investment plan, the industry aims to increase domestic demand for Australian avocados by at least 20 per cent by 2021, in line with large production increases.
■To watch the new Australian avocados television ad, visit: www.youtube.com/watch?v=X1rPD-SIcxA&mc—cid=21c5471984&mc—eid=4f7eace63b