New Zealand Avocados

Avospreadinstead

Task

Starship was asked to help grow sales of New Zealand Avocados’ product in Australia.

Challenges

Avocados from Australia or New Zealand are virtually identical. To claim one thing or another from a product’s source point of view is unbelievable and not credible. But New Zealand has a different growing season to Australia – so if we promoted avocados at the right time of the year, our client would benefit.

Another observation was that avocados were not used much – 70% of Australians are not confident cooks – most used them only once in a while and had little idea of what to do with avocados past Prawn Cocktails and slices in salads. The issue was: How do we get Australians to use avocados more regularly, so overall demand goes up? And how do we pump the demand in a timely fashion that helps New Zealand’s sales?

Roadmap

We did find out one useful fact: that people who eat lots more avocados (the avocado loyalists) used them often on toast or in sandwiches. With this knowledge, Starship came up with a strategy to promote New Zealand Avocados as a spread, via the use of an integrated campaign. Our ‘Avospreadinstead’ TVC campaign showed how to use avocados as a healthy alternative as a spread on toast, using a catchy retro jingle that appealed to adults and kids alike.

Media

TVC, trade press and online.

Results

Our humorous, edgy campaign spread the benefits of New Zealand Avocados to a whole world of consumers, broke the category’s style for advertising and lifted sales by a strong >24%+.