Australian Avocados Food Service Program2009 - 2012

Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011). Cairns, Australia. 5 – 9 September 2011

Avocado Marketing Campaign

Key Audiences

Mums with bustling families

Mums with Start-up

families & Small scale

families

Foodservice (Chefs)

Nutrition Related

Work

Influencer Groups

Social Media

Media (TV, Print, Online Advertising)

Public Relation (I Heart Footy)

Nutritionist

Early Childhood Education Project

Experiential (Baby Expo)

Chef Master Classes

Creative Development

Media (Print)

Public Relations (Chef PR)

Nutritionist

Public Relations (Early Childhood Project)

Experiential (NRL) Creative

Development

SEO & SEM

Website & eDM

Fitness Professional Project

Nutritionist Zoe Bingley Pullin

Zoe Bingley Pullin

Zoe Bingley Pullin

Metabolic jumpstart

Clemenger

IKON

IKON

Tongue

WhiteWorks

Clemenger

WhiteWorks

Tongue

Tongue

Liquid Interactive

IKON

Liquid Interactive IKON Impact Comms

Lisa Yates

Impact Comms

Impact Comms

Liquid Interactive

Nutrition Strategy review

HAB projects (Hass Avocado

Board)

Lisa Yates

GP Project (TBC)

Nutrition related activity

Public Relation Activities

Media, Print and Online Activity

Experiential Activity

Creative and Asset Development

Influencer Programs Zoe Bingley Pullin Consumer Insights

Liquid Interactive WhiteWorks

Clemenger

Avocado Activity Planning Map

Background, audience and tactics• Research shows consumers love avocados but uptake and repertoire

in food service is low (mostly café-style)

• The Australian Avocados food service program launched in 2009 to educate chefs about the culinary appeal and versatility of avocados

• Due to diverse nature of food service, the industry was divided into specific sectors

• A series of ‘masterclasses’ were developed for each sector – events attended by chefs that showcase avocado dishes and communicate practical information about avocado usage

• 25 masterclasses to date

ClubsWhat are they?Established for servicemen returning from war

Originally 100% profit = gamblingNow on average 25-30% = food and beverage

FineDining

CaféBistro

Luxury hotels

Fine dining

Banquet

Staff mealsCafé

Room service

Cookery students• Influencing perceptions of

avocados and skills of chefs in training

• TAFE Institutions and other learning colleges

• Supported by government-approved learning material

Commercial Caterers

Service a variety of audiences• Schools and university canteens• Aged care and hospitals• Corporate catering• Stadia

Massive volume potential• 180, 000 customers per day• 120,000 kilograms of fruit and vegetables each month

Aligns with secondary health and freshness messages

Cafés• Research shows volume intake is

high, but application low

More opportunities to use existing product on menu

Showcase new applications of avocados to café operators

Further drive volume sales

Restaurants

• Top restaurant chefs = (industry menu influencers)

Annual ‘touring’ masterclass showcasing avocados at their best and most creative

Increased uptake of avocados

Regional

• Tactic to expand program beyond capital cities

• Relatively dense population areas (ROI)

• Cross-section of food service sectors Host chefs influence their peers

and change industry perception of avocados

Host chefs Influence

peersTrade media

exposure

MasterclassRecipe

development

Trade media exposure

Creative

Digital and social media

7 chef training videos available to watch on YouTube and Australian Avocados website

Importance to avocado industryAustralian Avocados chef training program

Food service industry

Consumers

Increased repertoire – Increased volume usage

Have you increased avocado volume

usage or featured a new avocado dish?

73% YES

YEAR 1 OF PROGRAM

YEAR 2 OF PROGRAM

Outcomes

Has your avocado usage

increased?

82% YES

Have you featured a new avocado dish?

76% YES

ChallengesEncouraging attendance and making avocados ‘trendy’:• Choosing presenters, venues and chef hosts• Voice, method and timing of engagement with specific audiences

and with food service industry overall• Revolving door of industry• Working closely with chefs through menu trials to best showcase

product• Gift bag incentive – signature knives

Future of the program