Let's face it... us millennials all love a good avo, even if it means paying the extra $$ at Sunday brunch and forfeiting the ole' house deposit. When the good folk at New Zealand Avocado approached us for their summer digital campaign, we jumped at the opportunity faster than you could say 'guacamole'
Strategy & Creative
Social Media Execution
Did you know every avo sold in NZ is grown here? Neither did we. NZ Avocado also supplies avocado lovers over in Australia when their supply runs low. We won't go into the nitty gritty, but basically we needed to develop different strategies for NZ and AU respectively, in response to each of their market nuances.
Unique People Reached
We took it back to NZ Avocado's roots, telling the stories of their growers. Dedicated, down-to-earth, and... patient (avo trees can take up to 12 years to start producing fruit). This creative landed in both regions, encouraging positive sentiment, and helping to communicate the hard work which goes into growing this bloody delicious fruit.
We made sure that we served up our grower stories in snackable, bite sized pieces made for social, and used sequential retargeting to make an impact. We also created complimentary content which delivered on two other drivers of desire - seriously nutritious, and mouthwateringly tasty.
Five months, two markets, and millions of avo obsessed. NZ Avocado are an industry body with a heap of passion and lofty ambitions. It was awesome to work alongside their team to deliver for their growers, and explore new propositions. A great product, strong storytelling, an engaged target market, and a whole heap of insights - what a result.