The neck's where to check.
Australian Avocados are urging consumers to stop and ask themselves, “Are you bruisin while choosin'?” when they select an avo in a campaign via Thinkerbell.
55% of Australians admit to squeezing avocados the wrong way at the supermarket when checking for ripeness, a collective habit leading to mass-scale bruising, according to Australian Avocados.
The integrated work using the language “The Neck’s Where to Check” incorporates social, an activation, and earned media and enlists Australian strongman, Eddie Williams to perform a catchy song to help educate Australians.
Williams also took to the streets to put Aussies to the test 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.
“While Australians love their avocados, the over-enthusiastic squeezing is creating a silent epidemic of bruised fruit,” said Hort Innovation marketing manager, Victoria Zourkas.
“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.”
The work, which is part of the Avo-Can-Do brand platform, is being rolled out by Thinkerbell across paid, owned and earned media channels.
“If avocados could talk, we would handle them more carefully,” said Thinkerbell head tinker, Zac Goldberg.
“There’s no one better to put the Ahhhvocado to the test than the strongman, Eddie Williams, to lead our new educational platform.”
Credits
CLIENT: HORT INNOVATION
CREATIVE: THINKERBELL
MEDIA: THINKERBELL
EARNED: THINKERBELL
TALENT: EDDIE WILLIAMS
PRODUCTION: ODD STUDIO, WE KNOW VIDEO
