Australian Avocados has an avocado problem. Over 55% of Aussies squeeze them from the middle to test for ripeness. They bruise. Avocadoes get a bad name.

Thinkerbell has solution. Australian strongman, Eddie Williams. The agency has sent him out onto the streets to tech Aussies how to test avocadoes, with an exact Hass avocado mechanical replica (the Ahhhvocado) that yells in pain when squeezed in the middle, helping to break this behaviour and correct Aussies on how to check for ripeness, gently at the neck. The campaign also includes an earworm song, performed by Williams.

The campaign is built around the reminder, The Neck’s Where to Check, and incorporates social, an activation, earned media and the song.

 Victoria Zourkas, marketing manager of Australia Avocados parent, Hort Innovation says, “While Australianslove their avocados, the over-enthusiastic squeezing is creating a silent epidemic

 of bruised fruit. Through this long-term educational push, we’re hoping to fundamentally shift how we shop. By teaching people to stop squeezing the middle of the fruit and check the neck, we’re protecting the produce, supporting our growers and ensuring everyone can enjoy the delicious avocado they deserve.”

Zac Goldberg, head tinker at Thinkerbell added, “If avocados could talk, we would handle them more carefully. There’s no one better to put the Ahhhvocado to the test than the strongman, Eddie Williams, to lead our new educational platform.”

The work, part of the Avo-Can-Do brand platform, is being rolled out by Thinkerbell across paid, owned and earned media channels.