Avocados are Australia’s ‘Green Gold’ in new campaign via TBWA Sydney
Comedian Nazeem Hussain is the new face of Australian Avocados, starring in a new campaign and brand platform ‘Our Green Gold’.
The campaign highlights the place of avocados as an iconic part of Australian culture, and has been created by TBWA Sydney and Hort Innovation Group. TBWA Sydney won the account in November 2020.
Australian Avocados are now claiming ‘official unofficial’ sponsorship rights to everything from Sydney ferries to wheelie bins in the campaign push. “We’re making ourselves the official, unofficial sponsor of pretty much everything Australian, ever,” Hussain says in the campaign film.
The campaign is rolling out across TV, online, OOH, social and PR, and Australian Avocados is also encouraging Aussies to nominate all things green and gold for ‘official unofficial – but actually official’ – sponsorship.
Hort Innovation Group marketing manager, Matthew Dwyer, said: “Gags aside, the campaign is designed to connect Australian Avocados to culture and drive preference and consideration for the amazing fruit produced by Aussie growers.
“Our hope is that whenever people see green and gold, they think Australian Avocados.”
Media agency Atomic 212 will be amplifying the campaign through a range of channels including a television with Seven and Ten, SCA and ARN radio stations, online video, and outdoor including a mural painting in iconic Kings Cross.
TBWA Sydney chief creative officer Evan Roberts said: “An official unofficial sponsorship of this scale has never been seen before on these shores.
“It could not have been executed using the traditional methods of ‘asking permission’, ‘signing contracts’ or ‘funding’. We look forward to many years of brand association with these iconic pieces of Aussie culture.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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topics
Atomic 212
Australian Avocados
Avocados
Evan Roberts
Matthew Dwyer
Nazeem Hussain
TBWA
TBWA Sydney
