Australian Avocados Food Service Program 2009 - 2012 Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011). Cairns, Australia. 5 – 9 September 2011
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
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