Thinkerbell has introduced an integrated campaign for Australian Avocados under the platform 'Avo-can-do so can you', highlighting the versatility of the fruit and linking it to a can-do attitude. The campaign is based on the concept that avocados can fulfil many roles, from being a nutritious fruit to a key part of a meal. The approach aims to position avocados as an optimistic choice in contrast to negative news.
Visually, the campaign uses avocado green tones to create a clear association with the fruit. The creative direction is designed to be attention-grabbing, with a tone incorporating positivity, humour, and light absurdity.
The media rollout will cover metro and regional Australia, with video content on free-to-air TV, social media, YouTube, and subscription video-on-demand platforms. Audio content will be broadcast nationally on radio and digital platforms. Out-of-home placements, including street and transit formats, will extend reach, while retail media will deliver the message at the point of sale.
The launch coincided with National Avocado Day and included a breakfast event in Bondi. The event featured DJ Mistah Cee, free avocado toast, branded merchandise, and "Avocado Breakfast Rave" six packs.
Phillippa Netolicky, General Manager at Thinkerbell, said: "Avocados have always had a bit of a reputation for being versatile, but this campaign really pushed that into the emotional space, inspiring Aussies to get up and go – with a little help from a delicious avo."
Victoria Zourkas, Senior Brand Manager at Hort Innovation, said: "We're proud to launch a campaign that reflects the energy, versatility, and positivity of Australian Avocados. 'Avo-can-do so can you' captures the spirit we want to bring to every Aussie kitchen and dining table."
Source: Campaign Brief
