“Avozilla” of Groves Grown Tropical Fruit

Background

Groves Grown Tropical Fruit is a family run farm in the hinterlands of the Capricorn Coast, Queensland Australia. The Avozilla is 5 times the size of the average avocado, weighs between 1.2 and 1.8 kilos. The Groves family has become the first to grow the Avozilla crop in Australia.

Groves Grown Tropical Fruit wants avocado to play a more crucial part in breakfast for younger Australians. In 2018, The Groves family had 400 avozilla trees, and 2000 trees have been planted in Dandenong. Groves told Nine News that Avozilla has lower yield than other fruits, so in the near future Avozilla is likely to be relatively scarce. They are demanding a social media buzz from young people between 15 and 24 years old in the harvest season, which starts in March and ends in November.

Unlike other large fruit varieties which do not taste like their smaller ones, Avozilla still have the same taste as the regular variety.

The archetype of the brand should be warrior/hero. The hero consumers value quality and efficiency and prefer consumer choices that put them ahead of everyone else. In this case, young people might find Avozilla make them look cooler than everyone else consumes regular size avocados.

Objective

Getting more people to develop the taste for the fruit and keep buying avocados (perception). The Groves family wants more young Aussies to know that avocado is healthy and tasty (cognition). Moreover, they want Avozilla to beat other regular competition and grab more attention especially through social media.

Target Audience

Young males and females aged 15-24 years. At this stage, they spend over 40% of time watching streaming videos and consuming social media (Deloitte, 2018). Therefore, they like to receive information through social media and video websites.

Proposition-SMP

Bigger is better.

Rolling with the mighty Avozilla.

Get Godzilla power with one bite of Avozilla.

Size matters. Try Avozilla.

Break the regular life.

Substantiation

“Avocado contains over 20 different vitamins and minerals. It helps to regulate blood pressure and provides fats that are healthy to heart.”

                                                                                                   ——HealthResearchFunding

“Avocado contains more potassium than banana.”

                                                                                                                                                ——Healthline

Tone of voice

Strong, powerful and confident.

Media Requirement

15-30 seconds Tik Tok videos

Mandatories

Logo

Brand name

Product

Availability

Website address