Australians have taken to avocados as if they were out own. Officially, they’re not. But they’re green and gold and that gave TBWA\Sydney an idea for Hort Innovation.
It has made the avocado the self-proclaimed official unofficial sponsor of everything Australian. That aligns them with wattle, budgies…and wheelie bins. It also makes them, Our Green Gold. It makes them officially unofficially Aussie.
The campaign TVC stars Australian comedian, Nazeem Hussain, announcing the avocado’s new status.
Evan Roberts, chief creative officer, TBWA\Sydney, stated, “An official unofficial sponsorship of this scale has never been seen before on these shores. It could not have been executed using the traditional methods of ‘asking permission’, ‘signing contracts’ or ‘funding’. We look forward to many years of brand association with these iconic pieces of Aussie culture.”
The full campaign will cover TV, online, OOH, social and PR.
Matthew Dwyer, group marketing manager, Hort Innovation, stated, “Gags aside, the campaign is designed to connect Australian Avocados to culture and drive preference and consideration for the amazing fruit produce by Aussie growers. Our hope is that whenever people see green and gold, they think Australian Avocados.”
Atomic 212° is managing the campaign’s media, which includes a television buy across Seven & Ten, radio across SCA & ARN stations, online video via Unruly, Facebook & YouTube and retail & large format outdoor, including a mural painting in Kings Cross. The campaign will run until the end of August.
Client: Hort Innovation
Group Marketing Manager: Matthew Dwyer
Marketing Manager: Adele Nowakowska
Assistant Brand Manager: Megan Yap
Creative Agency: TBWA Sydney
Media Agency: Atomic212
Shopper Agency: The Zoo Republic
PR & Social Media Agency: Eleven Sydney
Photographer: Jason Loucas
Production Company: Finch
Director: Christopher Nelius
Post Production: Finch & Bolt
Music: Otis Studios