Agencies launch attack on avocados on Gruen

Lindsay Bennett
By Lindsay Bennett | 21 September 2017
Red Engine SCC launches warning labels for avocados

Australian’s are obsessed with avocados, so much so millennials are trading in their chance at home ownership for avocado-filled brunches.

But on last night’s episode of ABC's Gruen, ad agencies launched an ad attack on avocados in an attempt to get Aussies to ditch the “tree turds”.

In the pitch segment, Red Engine SCC and healthcare agency H&T went head-to-head to squash the premium reputation of avocados.

Red Engine SCC’s ad takes a swipe at the pretentiousness of avocados and introduces avocado warning labels.

Red Engine SCC GM Kate Richardson tells AdNews the agency went beyond the hype around avocados and delved into the data to find inspiration for its ad.

"We did some more research and discovered there are over half a million mentions of avocado toast on Instagram. An avocaderia has opened in Brooklyn. And Gwyneth Paltrow is a mad avo fan. We realised the issue was not our country's future wealth, but our future as a nation of pretentious wankers," she says.

"The creative team came up with the idea of imitating the warnings on cigarette packaging and creating new avocado warning labels to combat and prevent parents from raising try hard food blogger hipster kids."

H&T took a different approach, calling out the fat content of the avocados and comparing its health content with bananas.

It was a split from the panel, featuring PwC’s Russel Howcroft, ex-Leo Burnett chairman Todd Sampson, One Green Bean MD Claire Salvetti and The Royals head of strategy Michaela Futcher, on the vote for the winner, with both agencies taking home half a trophy.

Gruen also took aim at absurb celebrity endorsements, including Jeff Goldblum for Menulog, and analysed dating app advertising RSVP, eHarmony, Elite Singles and Tinder.

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