Background
Groves Grown Tropical Fruit from Queensland wants the avocado to play a more important role in the breakfast diets of younger Australians. There is a lot of competition in this space but it has an attention-grabbing point of difference as the Avozilla is five times larger than the competition. Groves Grown’s Avozilla needs to communicate with relevant male and females aged 15-24 to get them to generate a buzz on social media as harvest season begins in March through to November.
The avozilla is new to the fresh food product category and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. Potentially the concern may arise that a bigger avocado might not taste as good as well-known varieties. It should be noted that Australian consumers are often open to trying to products, i.e. they have a low risk avoidance (Hofstede Insights n.d.).
For avozilla, I choose the archetype, the explorer, as avozilla is new to fresh food category and has little awareness, and the characteristics of explorer (brave, independent, experience seeking) fits characteristics of the target audience.
Objectives
As a niche market, for avozilla, the ideal advertising outcomes can be perception and association. Avocados are related to healthy life already, so what I need to do is reinforcing this association and achieving people’s attention to avozilla through its giant size.
Target Audience
Young people aged 15-30, especially the ones have pursuit of healthy life and fitness. In health-conscious people, avocado has been incredibly popular due to its health properties. Some news articles about the avozilla state that avozilla tastes just like smaller avocado varieties, however, as the avozilla has much lower yield than regular varieties, it has a much higher price. The big size of avozilla can be eye-catching on social media, which the target audience I choose frequenly use.
Single Minded Proposition
Bigger is better.
Substantiation
1. Instead of buy 2 or 3 avocados one week, you can only buy one
2. Avozilla tastes as good as smaller ones
3. Its giant sizes can grab people’s attention
Tone of voice
The mood of advertisement should be confident and brave. The advertisement should have elements of adventure, embracing the new and the unknown.
Seasalt Milkshake 