Australian Avocados become the official unofficial nation sponsor via TBWA Sydney

Paige Murphy
By Paige Murphy | 4 May 2021

Australian Avocados are being elevated to the status as the nation's unofficial sponsor in a new brand campaign, Our Green Gold, from Hort Innovation and TBWA Sydney.

Despite not being native to Australia, avocados have become an iconic part of Aussie culture - which is why Australian Avocados have launched an official unofficial brand sponsorship campaign.

Starring Australian comedian Nazeem Hussain, the film claims official unofficial sponsorship rights of everything from Sydney ferries to wheelie bins with yellow lids.

The campaign will roll out across TV, online, OOH, social and PR.

Australian Avocados will be activating a national official unofficial sponsorship drive encouraging Aussies to nominate all things green and gold for official unofficial - but actually official - sponsorship.

“Gags aside, the campaign is designed to connect Australian Avocados to culture and drive preference and consideration for the amazing fruit produce by Aussie growers," Hort Innovation group marketing manager Matthew Dwyer says.

"Our hope is that whenever people see green and gold, they think Australian Avocados.”

“An official unofficial sponsorship of this scale has never been seen before on these shores," TBWA Sydney chief creative officer Evan Roberts says.

"It could not have been executed using the traditional methods of ‘asking permission’, ‘signing contracts’ or ‘funding’. We look forward to many years of brand association with these iconic pieces of Aussie culture.”

Hort Innovation’s media agency Atomic 212° will amplify the campaign through a range of channels including a television buy across Seven and Ten, radio across SCA and ARN stations, online video via Unruly, Facebook and YouTube and retail and large format outdoor including a mural painting in iconic Kings Cross.

The campaign will run until the end of August 2021.

Campaign: ‘Green Gold’ - The official unofficial sponsor of everything Australian
Client: Hort Innovation
Group Marketing Manager: Matthew Dwyer
Marketing Manager: Adele Nowakowska
Assistant Brand Manager: Megan Yap
Creative Agency: TBWA Sydney
Media Agency: Atomic212
Shopper Agency: The Zoo Republic
PR & Social Media Agency: Eleven Sydney
Photographer: Jason Loucas
Production Company: Finch
Director : Christopher Nelius
Post production : Finch / Bolt
Music: Otis Studios

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