It’s undeniable: Australian avocados are a big hit in Singapore and Malaysia. An ad campaign promoting Australian avocados in the Asia-Pacific region has smashed digital campaign projections, directly engaging almost two million people in Singapore and Malaysia alone.
The three-month, $300,000 campaign was funded by Australian growers through Hort Innovation’s international trade programs and ran on social media and television across the region. According to Hort Innovation Head of Trade Brei Montgomery, the campaign’s digital content successfully branded Australian avocados as a premium commodity to Asia-Pacific consumers.
John Tyas, the CEO of Avocados Australia, said the campaign is an example of the industry working together to promote Australian avocados to access international markets: “Australian growers can no longer rely on the domestic market alone and we know there are good opportunities to grow existing and new markets, particularly in Asia. Across the world there is incredible demand for the premium quality of Australian avocados and it’s great to see campaigns supporting our world-class produce.”
Source: horticulture.com.au