‘Add an Avo this Summer’ Australian promotion campaign hitting consumers this month

Thursday 5 Nov 2009

The Avocado Industry Council (AIC) has negotiated the use of Avocados Australia’s (AAL) ‘Add an Avo’ marketing material for use in the Australian market this summer.

AAL have used the catchy slogan for three years and are embarking on year four of the campaign. AIC chairman John Schnackenberg explains that the ‘Add an Avo’ campaign has been very successful in Australia.

The marketing material is based on morphed avocado shapes; for example, “Add an Avo to Seafood” is coupled with an image of a fish-shaped avocado half with the stone in.

The AIC are continuing the ‘Add an Avo’ marketing campaign through summer (November – January), a time when NZ fruit are in the Australian market and Avocados Australia does not actively promote the avocado.

“We have taken the Add an Avo slogan and added a summer twist to it – “Add an Avo this Summer”. The imagery we have gone for includes a BBQ flipper and heart (healthy heart) shape – these are a carry over from AAL’s existing material. We have also added two new shapes – a prawn and a sun umbrella,” explains AIC Communications Officer Midge Munro.

The adverts will be largely placed in print media – newspapers and magazines but will also have an online presence through the Avocados Australia Website and through advertising on various websites. There will also be advertorials alongside the magazine advertising giving recipes and ideas on how to incorporate the avocado into daily meals.

The ‘Add an Avo’ material has evolved from ‘Ave an Avo’ – a slogan developed by AAL for use in Australia which the AIC made use of in the NZ market some years ago.

Look out for an in-depth look at the ‘Add an Avo’ Australian campaign in the December issue of AVOSCENE.