The Aussie bloke stereotype is difficult to reproduce. He is usually exaggerated and while humorous characters are fun, the Aussie bloke stereotype without all that “slapstick” hyperbole is hilarious.
A small Surry Hills brand and creative consultancy called UNKL has got together with marketing consultancy, Reservoir; brand positioning consultancy, purposemade; and most importantly director, Richard Vilensky from production company, Sandbox, to recreate the perfect Aussie bloke stereotype in two very memorable Aussie ads for avocado brand, Delcado.
Do also note the perfect amount (lots) of “nature’s goodness” sitting in the background.
The campaign is for West Australian avocado growers, Delroy Orchards – the company’s first major national marketing campaign to promote the farm’s premium, slow-grown Hass avocado, x-ray checked avocados. This avocado stands out because it’s produced very carefully to be perfect. No more disappointment inside. Delcado avocados even come with a money-back guarantee. Delroy Orchards, located in Pemberton just east of Margaret River, is owned and run by the Delroy family. The family wants to lift consumer expectations about avocado quality, drive demand for Australia-grown fruit and ultimately change consumer attitudes and behaviour towards the avocado category.
The two commercials in the campaign don’t include lists of product claims and don’t include product demos. They are wonderfully simple and brilliantly funny.
“We know people hate cutting into an avocado only to find blemishes and bruises. We want to end that disappointment,” stated Russel Delroy.
“We’ve worked hard to improve growing techniques and refine our supply chain so we can deliver to retailers a consistently better-quality avocado. We even use x-ray-like technology to check the inside of the Delcados before they leave the orchard. This campaign showcases the very special place in Pemberton where we grow Delcados. It’s the unique climate in the region that allows us to leave the avocados on the trees for longer developing their deliciously rich flavour. We want to build a strong connection with provenance, so shoppers can trust that when they pick up a Delcado, they are getting a better avocado.”
Provenance is particularly important because Delcados are one of the few Australian grown avocados in store between October and February, when many other Hass avocados are imported from New Zealand, and very recently Chile.
Delroy Orchards and Reservoir Partners worked with James Pike of purposemade to identify the brand purpose and positioning. Creative agency, UNKL, was engaged to develop the brand and television commercials.
“Australians are sick of forking out their hard-earned cash to get home, slice open their avocados and be left feeling frustrated and disappointed with fruit that’s not up to scratch,” stated Reservoir Partners founder, David Weisz.
“I’m incredibly proud of how the Delroys and the agency village came together to help create the Delcado – The Better Avocado campaign which taps directly into the key purchase barriers impacting avocado consumption. It’s been a lot of fun working with the entire team to create a campaign that delivers a highly relevant message through an authentic, down-to-earth larrikin Aussie voice.”
For UNKL founder, Will Miles, getting the campaign off the ground during a global pandemic and across closed state borders has made it all the more satisfying.
“Participating in and winning a competitive pitch, going on to create a brand, to shoot and launch a campaign, while building a new client relationship, all during a pandemic, is something we are incredibly happy with,” he said.
The campaign will run from October to February 2021 across television, PR, social media, digital, OOH, POS, display media and media partnerships.
Credits
Client: Delroy Orchards
Grower and Farm Manager: Suzie Delroy
Grower and Business Development Manager: Robbie Delroy
Grower and Founder: Russell Delroy –
Marketing Consultancy: Reservoir Partners
Founder & Managing Director: David Weisz
Brand Positioning Consultancy: purposemade
Managing Director: James Pike
Brand & Creative Consultancy: UNKL
Founders & Creative Directors: Pim Van Nunen & Will Miles
Production Company: Sandbox
Director: Richard Vilensky
Producer: Jenny Crabb
DOP: Tim Fitzgerald
Editing & Post-Production: Denzil Heeger & Jaemie Manners
