2. Content
• 2005-2009 marketing strategy
g gy
•evolution of marketing campaign, and
• long term strategic vision
long-term
3. 2005-2009 Strategic Agenda
2005 2009 St t i A d
To convince occasional Primary target
users to increase purchase
frequency market:
Female
To maintain a balance Grocery
between demand and
supply Buyers
between 20 -
A general population push, 39 with an
through communication of income of
vitamins and minerals $35K or more
Expansion into niche
markets Focus was on
the eastern
seaboard
Decrease whim purchase
and increase planned
purchases
4. To
T convince occasional • TV, Magazines, O
i i l Online, Website
users to increase purchase
frequency
To maintain a balance
between demand and
supply
pp y • Creative, Spokesperson, Co-op
p p p
Promotions, Export Promotions
A general population push,
t oug co
through communication o
u cat o of
vitamins and minerals
Expansion i t niche
E i into i h
• PR- Entertainment Sector,
PR Sector
markets School Project, Food Service
Sector
Monitoring and Evaluation
Decrease Whim Purchase & Increase
Planned Purchase
5. To convince • TV, Magazines
occasional users to
increase purchase
frequency
• TV- level of involvement with programs in the right environment (food)
taken to another level by having an extended sponsorship period with
key select programs such as the Best Series Sponsorship on Lifestyle
channel as well as TVC spots across key cooking programs on the
Lifestyle and Lifestyle Food channel.
• Magazines - To complement the ads which featured recipes, with a
more integrated approach which harnessed the influence and
trustworthiness of the magazine editorial teams
teams.
6. To convince • Online, Website
occasional users to
increase purchase
frequency
• Online- a balance of integrated and contextually relevant placements
were implemented.
• Website - digital strategy has been to improve the value offering for
g gy p g
consumers, and support the high-level marketing campaign through:
visual presentation of content,
build user generated content and
broaden information
7. To maintain a balance
between demand and
supply • Creative, Spokesperson, Co-op
Promotions, Export Promotions
A general population push
push,
through communication of
vitamins and minerals
• The success of the ‘Add an Avo’ campaign from a
creative view point, was built on using a creative device
p , g
that has become recognizable to consumers, but that
also is engaging and achieves cut-through.
• The strategy was to demonstrate the value proposition
of ‘versatility’ by expanding the executions-
demonstrating situations the consumer could ‘Add an
Add
Avo’.
8. • PR- Entertainment Sector
Expansion into niche markets
• PR- strategy to “add an avo to footy finals
Focus on grass roots & sports media to drive association
Leverage players/club involvement to create inspirational uses
Key message has always been
• Avocados are the perfect ally to
at-home parties
• I can use avocados to create
great meals for entertaining or
family meals
• Avocados
A d have
h endless
dl
possibilities
9. • EC Project
Expansion into niche markets
To equip Early Childhood educators with resources about healthy
To equip Early Childhood educators with resources about healthy
Industry
I d eating, food learning and avocados using best practice pedagogy.
Objective:
Early Childhood To develop a program which is acceptable to Early Childhood
Project Objective:
P j Obj i education gatekeepers and which will contribute to achieving the
education gatekeepers and which will contribute to achieving the
industry’s objectives.
Challenge: Finding a learning purpose. What is the educational question to
which “avocados” is the answer?
10. THE EDUCATOR’S KIT TOOK SHAPE in
Booklet for Educators
2009/2010
Rainbow colour swatch
Avocado resources
Avocado resources
DVD
(complete 2010/11)
/
Avocado shaped food finder
Avocado‐shaped food finder
Poster
Picto‐recipe tent card set
11. • Food Service Sector
Expansion into niche markets
Key Objectives
y j
Educate chefs about Australian avocado seasonality, varieties,
storage, handling and possibilities in order to:
• Get avocados on the menu
• Encourage multiple usage of avocados
• Increasing volume usage of avocados
I i l f d
• Encourage usage of avocado year round (hot dishes)
12. Chef • Clubs Sector ( Debuted at NSW Canterbury
League Club, City Tattersalls Club, East Leagues
Club in QLD)
training • Star Hotels (Hilton Hotel Sydney)
• Restaurants ( Matteo’s in VIC, Restaurant Two
in QLD, Flinders Inn and Caveau in NSW)
sessions
i • C f S t
Cafe Sector (Willi
(William A li
Angliss I i
Institute i Vi
and The Essential Ingredient in NSW)
in Vic
• Club Life Magazine
• Epicure (The Age)
Public •
•
Foodservice Magazine
Open House Magazine
Relations
“The masterclasses happening around the country present innovative
ways of using avocado, particularly in warm dishes and winter dishes,
as a creamy addition to desserts like ice cream
as a creamy addition to desserts like ice cream”
Open House Magazine
13.
14. Monitoring and Evaluation
Objectives of Consumer Research in 2009:-
j
• Reviewing avocado usage and consumer attitudes first
surveyed i 2005
d in
• Measuring impact achieved so far
• Providing direction for future market development strategies
15. Consumer Research
Total Core target
sample audience#
Prompted awareness 26% 26%
Prompted recall
P t d ll 18% 22%
Primary prompted message take out 98% 90%
Secondary prompted message take out 49% 51%
Likeability
Fans 34% 44%
Ambivalents 64% 56%
Critics 2% 1%
# Urban / suburban females aged 25-39
16. Consumer Research
Main take out that impacted strategy 2010 onwards and
helped in forming direction for new 3 year marketing
strategic plan:
while ‘versatility’ as a message was well understood and received
by consumers, there was still a proportion of the consumer base
who weren’t acting on the ‘Add an Avo’ message.
one of th b i
f the barriers id tifi d was th t consumers, while k
identified that hil knowing
i
that avocados can be used in a variety of different ways, perhaps
still lacked the confidence to incorporate them into their standard
repertoire of meals.
17. Consumer Research
• The key message take outs of the ads were very consistent across
the groups and covered the main themes of (in roughly equal
proportions):
Shapes /
changing
g g Usage /
g Health /
shape / versatility benefits
‘morphing’
To be more single-minded and focusing on the usage ideas (most
likely to lead to more regular use and therefore perceived as a useful
ally), the proportions have been rebalanced to:
Shapes /
changing
shape / Usage /
‘morphing’ versatility
18. 2010-2013 Marketing
Strategic Pl
St t i Plan
A new brand strategy has been developed based on findings from the
research:
Aim is to shift avocados from being a product ingredient (product
focused), t an i di
f d) to indispensible ally (lif t l f
ibl ll (lifestyle focused), over th next th
d) the t three
years.
20. The strategic evolution
Versatility Usefulness
Special Ingredient Useful Ally
‘Nice to have’
‘Nice to have’ ‘Need to have’
‘ d h ’
Food centric Lifestyle centric
y
Specific uses
Entertaining “Every day” applications
Every day applications
Occasional
Recipe‐based
An occasional purchase An “Every day” purchase
From AWOP X To AWOP Y
21. Brand strategy
gy
Brand Essence:
One fruit. Endless Possibilities
Brand Pillars:
Health & Indispensible Gives me the
wellbeing ally confidence
• Vitamins & minerals • Lots of uses • Recognition
g
• Good fats • Substitute • Advocacy
• Low sugar, no salt • Easy • User imagery
• Good kids food • Value for money • Everybody loves it
• Family loves it
Product People
centric Taste centric
22. Who are we talking to?
PRIMARY AUDIENCE – BUSTLING FAMILIES:
Mum has many hats . Because she takes her myriad of roles seriously,
she is time poor fighting her constant daily battles to do what’s right for
time-poor, what s
her family. Her radar is always keenly focused on her family’s wellbeing.
She has a habitual household but she is always on the lookout for ways
that
th t can make h lif th t bit easier.
k her life that i
Sticks to tried and true
wants life to be a bit easier and not sure where avocados fit in
SECONDARY AUDIENCE – START UP FAMILIES:
SECONDARY AUDIENCE START UP FAMILIES:
For mum and dad, their world has completely changed; it
is now a world of uncertainty and so mums are 100%
focused on ‘DOING THE RIGHT THING’ by their kids,
and they definitely come first in the house!
23. The Roles of Communication
Channels and Creative
24. Strategic framework
Moments of
Recognition
within
Showcasing the true value of
Showcasing the true value of
Avocados within Mums’ daily
help points
pp
by
Establish avocados as a useful ally
Establish avocados as a ‘useful ally’
in the family household
25. Quantifying our audiences
Criteria Filter Universe (national)
Female MGB 7,122,000
PRIMARY
Bustling Families (Female GB’s within HH’s with Kids under 16 2,611,000
these HH’s)
HH’s with 5 or more people including children 865,000
Female MGB 7,122,000
SECONDARY
Start Up Families (Female GB’s within
these HH’s) Parents of Kids 0‐5 in HH 1,237,000
Source: Roy Morgan Single Source Data June 2009
26. Breadth…
If we want mum’s to see avo’s as ‘everyday’ then we need to take into
account that their days are filled with much more than thoughts of food
y g
= BROADER MEDIA OFFERING
27. Breadth…
Foodservice Early
(Influencer Childhood
Sampling @ Group) Sector
NRL Games
(Influencer
Group)
Creative
PR- NRL
Executions
Sampling-
Nutritional
Mums and
Spokesperson
Bubs Expos
Fitness
Trainers
Website/ SEO
Program
g
& SEM
(Influencer
Group)
Media- TV,
Mag, Online Mum POS
28. The everyday avocados lifestyle strategy
By partnering with the LifeStyle group Australia s only dedicated network focused
group, Australia’s
on delivering women and families entertainment and information, Avocados
Australia will develop a deeper connection with mums for the campaign period
2010 – 2011
2011.
This will be delivered through a multi-platform strategy encompassing content
creation using talent in-show integration local productions sponsorships and
talent, integration, productions,
online.
Targeting
T ti Targeting
T ti Targeting
T ti
P25‐54 GB’s W25‐44
29. Television creative
Television creative
Single‐minded message: Avos are useful throughout the day
TV is a powerful medium to communicate this most important message of the campaign and
increase consumption of avocados by positioning it as a ‘useful ally in the kitchen’
Findings from research confirmed that the TVC needed to be
single‐minded and focused on demonstrating the uses of avocados thoughout a day
The TVC will be based on the revised positioning of Add an avo everyday
The TVC will be based on the revised positioning of ‘Add an avo everyday’
by demonstrating simple, easy ways to prepare avocados
The ‘Add an avo’ line will be extended to drive a stronger call to action
for increasing consumption – ‘Add an avo everyday’
33. Magazine creative
Useful throughout the day Clever ideas for your family
These key messages continue to deliver on the brand essence –
‘One fruit Endless possibilities’ to the targets of bustling and start up families.
One fruit. Endless possibilities to the targets of bustling and start up families
Shapes will continue to be used, the recipes have been replaced with multiple simple
usages in the one ad along with food photography.
As with the TVC, the ‘Add an avo’ line will be extended to drive a stronger call to action for
increasing consumption – ‘Add an avo everyday’
35. Role of Digital Media
g
Deliver further consideration of avocados within relevant
women s
women’s lifestyle and family environments where Mums
actively seek information.
Drive Mums to Avocados’ website for further information
through SEM.
g
38. Integrating footy across the avocado
strategy
Advertising Sampling
• Seek participation/ involvement •Assist develop sampling & merchandising
in value add program in terms of appropriately linked
• Provide copy where appropriate football activity
Photography:
g p y
Website: • Liaise with agencies for
consistent imagery that is
• House Avo Ladder both media, ad and web
• House recipe comp on
House recipe comp on friendly
IAvocados microsite
• Seek involvement of additional
players for forum Zoe Bingely‐Pullin:
• Host new & old recipes • Utili
Utilise as media spokesperson
di k
• Leverage for credibility with partners
• Ensure new recipes are healthy/nutritious
39.
40.
41. EC implementation in 10/11
p
EC data secured EC Centres called Email sent to ECs ECs Register Online
• Woodrow to source EC data and • Call staff sell in program and
p g • Email to outline program and
p g •ECs click on email link to
provide to Tongue collect data of interested EC request registration in the register online through Avo’s
Centers program website
• Scripts and information is
compiled to contact EC Centers
Education pack sent to Avocado delivery ECs emailed with Completion email sent
ECs • AAL to organize deliveries update • ECs requested to provide
• Data e t acted from Avo’s
ata extracted o os y g
• Delivery during week 1 of e de /e cou age e t
• Reminder/encouragement feedback online and submit
website program photos to receive reward
h t t i d
• Dispatch of educational material
to EC Centers
Reward sent to ECs
• Avocado sticker packs are sent
to EC Centers as reward for
participation
42. EC implementation in 10/11
p
Right after the launch, the first delivery of the program was underway which saw
78 early childhood centres sign up to the p g
y g p program:
NSW – 28
Armidale & surrounds – 11
VIC – 38
SA – 1
43. Into the Future: Strategically
Objective 2: To increase demand for Australian avocados
• Strategy 2.1: Conduct product research to exploit new market
opportunities for Australian avocados
• Strategy 2.2: Conduct market segment research to better understand
gy g
demand drivers
• Strategy 2 4 D i growth i t
St t 2.4: Drive th in targeted avocado market segments
t d d k t t
through effective market development and promotion
