Australian AvocadosA t li A dMarketing Campaign
Content• 2005-2009 marketing strategy g gy•evolution of marketing campaign, and• long term strategic vision long-term
2005-2009 Strategic Agenda 2005 2009 St t i A d To convince occasional Primary targetusers to increase purchase frequency market: Female To maintain a balance Grocery between demand and supply Buyers between 20 -A general population push, 39 with anthrough communication of income of vitamins and minerals $35K or more Expansion into niche markets Focus was on the eastern seaboardDecrease whim purchase and increase planned purchases
To T convince occasional • TV, Magazines, O i i l Online, Websiteusers to increase purchase frequency To maintain a balance between demand and supply pp y • Creative, Spokesperson, Co-op p p p Promotions, Export PromotionsA general population push,t oug cothrough communication o u cat o of vitamins and minerals Expansion i t niche E i into i h • PR- Entertainment Sector, PR Sector markets School Project, Food Service Sector Monitoring and Evaluation Decrease Whim Purchase & Increase Planned Purchase
To convince • TV, Magazines occasional users to increase purchase frequency• TV- level of involvement with programs in the right environment (food) taken to another level by having an extended sponsorship period with key select programs such as the Best Series Sponsorship on Lifestyle channel as well as TVC spots across key cooking programs on the Lifestyle and Lifestyle Food channel.• Magazines - To complement the ads which featured recipes, with a more integrated approach which harnessed the influence and trustworthiness of the magazine editorial teams teams.
To convince • Online, Website occasional users to increase purchase frequency• Online- a balance of integrated and contextually relevant placements were implemented.• Website - digital strategy has been to improve the value offering for g gy p g consumers, and support the high-level marketing campaign through: visual presentation of content, build user generated content and broaden information
To maintain a balance between demand and supply • Creative, Spokesperson, Co-op Promotions, Export PromotionsA general population push push,through communication of vitamins and minerals • The success of the ‘Add an Avo’ campaign from a creative view point, was built on using a creative device p , g that has become recognizable to consumers, but that also is engaging and achieves cut-through. • The strategy was to demonstrate the value proposition of ‘versatility’ by expanding the executions- demonstrating situations the consumer could ‘Add an Add Avo’.
• PR- Entertainment SectorExpansion into niche markets • PR- strategy to “add an avo to footy finals Focus on grass roots & sports media to drive association Leverage players/club involvement to create inspirational usesKey message has always been• Avocados are the perfect ally to at-home parties• I can use avocados to create great meals for entertaining or family meals• Avocados A d have h endless dl possibilities
• EC ProjectExpansion into niche markets To equip Early Childhood educators with resources about healthy To equip Early Childhood educators with resources about healthy Industry I d eating, food learning and avocados using best practice pedagogy. Objective:Early Childhood To develop a program which is acceptable to Early Childhood Project Objective:P j Obj i education gatekeepers and which will contribute to achieving the education gatekeepers and which will contribute to achieving the industry’s objectives. Challenge: Finding a learning purpose. What is the educational question to which “avocados” is the answer?
THE EDUCATOR’S KIT TOOK SHAPE inBooklet for Educators 2009/2010 Rainbow colour swatch Avocado resources Avocado resources DVD (complete 2010/11) / Avocado shaped food finder Avocado‐shaped food finderPoster Picto‐recipe tent card set
• Food Service SectorExpansion into niche marketsKey Objectives y jEducate chefs about Australian avocado seasonality, varieties,storage, handling and possibilities in order to:• Get avocados on the menu• Encourage multiple usage of avocados• Increasing volume usage of avocados I i l f d• Encourage usage of avocado year round (hot dishes)
Chef • Clubs Sector ( Debuted at NSW Canterbury League Club, City Tattersalls Club, East Leagues Club in QLD) training • Star Hotels (Hilton Hotel Sydney) • Restaurants ( Matteo’s in VIC, Restaurant Two in QLD, Flinders Inn and Caveau in NSW) sessions i • C f S t Cafe Sector (Willi (William A li Angliss I i Institute i Vi and The Essential Ingredient in NSW) in Vic • Club Life Magazine • Epicure (The Age) Public • • Foodservice Magazine Open House Magazine Relations“The masterclasses happening around the country present innovative ways of using avocado, particularly in warm dishes and winter dishes, as a creamy addition to desserts like ice creamas a creamy addition to desserts like ice cream” Open House Magazine
Monitoring and EvaluationObjectives of Consumer Research in 2009:- j• Reviewing avocado usage and consumer attitudes firstsurveyed i 2005 d in• Measuring impact achieved so far• Providing direction for future market development strategies
Consumer Research Total Core target sample audience#Prompted awareness 26% 26%Prompted recallP t d ll 18% 22%Primary prompted message take out 98% 90%Secondary prompted message take out 49% 51% Likeability Fans 34% 44% Ambivalents 64% 56% Critics 2% 1% # Urban / suburban females aged 25-39
Consumer ResearchMain take out that impacted strategy 2010 onwards andhelped in forming direction for new 3 year marketingstrategic plan: while ‘versatility’ as a message was well understood and received by consumers, there was still a proportion of the consumer base who weren’t acting on the ‘Add an Avo’ message. one of th b i f the barriers id tifi d was th t consumers, while k identified that hil knowing i that avocados can be used in a variety of different ways, perhaps still lacked the confidence to incorporate them into their standard repertoire of meals.
Consumer Research• The key message take outs of the ads were very consistent across the groups and covered the main themes of (in roughly equal proportions): Shapes / changing g g Usage / g Health / shape / versatility benefits ‘morphing’ To be more single-minded and focusing on the usage ideas (most likely to lead to more regular use and therefore perceived as a useful ally), the proportions have been rebalanced to: Shapes / changing shape / Usage / ‘morphing’ versatility
2010-2013 Marketing Strategic Pl St t i PlanA new brand strategy has been developed based on findings from theresearch:Aim is to shift avocados from being a product ingredient (productfocused), t an i dif d) to indispensible ally (lif t l f ibl ll (lifestyle focused), over th next th d) the t threeyears.
The strategic evolutionVersatility Usefulness Special Ingredient Useful Ally ‘Nice to have’‘Nice to have’ ‘Need to have’ ‘ d h ’Food centric Lifestyle centric ySpecific usesEntertaining “Every day” applications Every day applicationsOccasional Recipe‐basedAn occasional purchase An “Every day” purchaseFrom AWOP X To AWOP Y
Brand strategy gy Brand Essence: One fruit. Endless Possibilities Brand Pillars: Health & Indispensible Gives me the wellbeing ally confidence • Vitamins & minerals • Lots of uses • Recognition g • Good fats • Substitute • Advocacy • Low sugar, no salt • Easy • User imagery • Good kids food • Value for money • Everybody loves it • Family loves itProduct People centric Taste centric
Who are we talking to? PRIMARY AUDIENCE – BUSTLING FAMILIES: Mum has many hats . Because she takes her myriad of roles seriously, she is time poor fighting her constant daily battles to do what’s right for time-poor, what s her family. Her radar is always keenly focused on her family’s wellbeing. She has a habitual household but she is always on the lookout for ways that th t can make h lif th t bit easier. k her life that i Sticks to tried and true wants life to be a bit easier and not sure where avocados fit inSECONDARY AUDIENCE – START UP FAMILIES:SECONDARY AUDIENCE START UP FAMILIES:For mum and dad, their world has completely changed; itis now a world of uncertainty and so mums are 100%focused on ‘DOING THE RIGHT THING’ by their kids,and they definitely come first in the house!
The Roles of Communication Channels and Creative
Strategic framework Moments of Recognition within Showcasing the true value of Showcasing the true value of Avocados within Mums’ daily help points pp byEstablish avocados as a useful allyEstablish avocados as a ‘useful ally’ in the family household
Quantifying our audiences Criteria Filter Universe (national) Female MGB 7,122,000 PRIMARY Bustling Families (Female GB’s within HH’s with Kids under 16 2,611,000 these HH’s) HH’s with 5 or more people including children 865,000 Female MGB 7,122,000 SECONDARY Start Up Families (Female GB’s within these HH’s) Parents of Kids 0‐5 in HH 1,237,000Source: Roy Morgan Single Source Data June 2009
Breadth…If we want mum’s to see avo’s as ‘everyday’ then we need to take intoaccount that their days are filled with much more than thoughts of food y g = BROADER MEDIA OFFERING
Breadth… Foodservice Early (Influencer Childhood Sampling @ Group) Sector NRL Games (Influencer Group) Creative PR- NRL Executions Sampling- Nutritional Mums and Spokesperson Bubs Expos Fitness Trainers Website/ SEO Program g & SEM (Influencer Group)Media- TV,Mag, Online Mum POS
The everyday avocados lifestyle strategyBy partnering with the LifeStyle group Australia s only dedicated network focused group, Australia’son delivering women and families entertainment and information, AvocadosAustralia will develop a deeper connection with mums for the campaign period2010 – 2011 2011.This will be delivered through a multi-platform strategy encompassing contentcreation using talent in-show integration local productions sponsorships and talent, integration, productions,online. Targeting T ti Targeting T ti Targeting T ti P25‐54 GB’s W25‐44
Television creative Television creative Single‐minded message: Avos are useful throughout the dayTV is a powerful medium to communicate this most important message of the campaign and increase consumption of avocados by positioning it as a ‘useful ally in the kitchen’ Findings from research confirmed that the TVC needed to be single‐minded and focused on demonstrating the uses of avocados thoughout a day The TVC will be based on the revised positioning of Add an avo everyday The TVC will be based on the revised positioning of ‘Add an avo everyday’ by demonstrating simple, easy ways to prepare avocados The ‘Add an avo’ line will be extended to drive a stronger call to action for increasing consumption – ‘Add an avo everyday’
Magazine creative Useful throughout the day Clever ideas for your family These key messages continue to deliver on the brand essence – ‘One fruit Endless possibilities’ to the targets of bustling and start up families. One fruit. Endless possibilities to the targets of bustling and start up families Shapes will continue to be used, the recipes have been replaced with multiple simple usages in the one ad along with food photography.As with the TVC, the ‘Add an avo’ line will be extended to drive a stronger call to action for increasing consumption – ‘Add an avo everyday’
Role of Digital Media gDeliver further consideration of avocados within relevantwomen swomen’s lifestyle and family environments where Mums actively seek information.Drive Mums to Avocados’ website for further information through SEM. g
Support: food photography Photos provide a strong visual link for consumers to understand the usages and also provide a taste cue l id t t
Support: food photography Photos provide a strong visual link for consumers to understand the usages and also provide a taste cue l id t t
Integrating footy across the avocado strategyAdvertising Sampling• Seek participation/ involvement •Assist develop sampling & merchandising in value add program in terms of appropriately linked • Provide copy where appropriate football activity Photography: g p yWebsite: • Liaise with agencies for consistent imagery that is • House Avo Ladder both media, ad and web • House recipe comp on House recipe comp on friendly IAvocados microsite• Seek involvement of additional players for forum Zoe Bingely‐Pullin: • Host new & old recipes • Utili Utilise as media spokesperson di k • Leverage for credibility with partners • Ensure new recipes are healthy/nutritious
EC implementation in 10/11 pEC data secured EC Centres called Email sent to ECs ECs Register Online• Woodrow to source EC data and • Call staff sell in program and p g • Email to outline program and p g •ECs click on email link to provide to Tongue collect data of interested EC request registration in the register online through Avo’s Centers program website• Scripts and information is compiled to contact EC CentersEducation pack sent to Avocado delivery ECs emailed with Completion email sentECs • AAL to organize deliveries update • ECs requested to provide• Data e t acted from Avo’s ata extracted o os y g • Delivery during week 1 of e de /e cou age e t • Reminder/encouragement feedback online and submit website program photos to receive reward h t t i d• Dispatch of educational material to EC CentersReward sent to ECs• Avocado sticker packs are sent to EC Centers as reward for participation
EC implementation in 10/11 pRight after the launch, the first delivery of the program was underway which saw78 early childhood centres sign up to the p g y g p program:NSW – 28Armidale & surrounds – 11VIC – 38SA – 1
Into the Future: StrategicallyObjective 2: To increase demand for Australian avocados• Strategy 2.1: Conduct product research to exploit new market opportunities for Australian avocados• Strategy 2.2: Conduct market segment research to better understand gy g demand drivers• Strategy 2 4 D i growth i t St t 2.4: Drive th in targeted avocado market segments t d d k t t through effective market development and promotion