www.avocado.org.au www.avocado.org.au/foodservice www.industry.avocado.org.au www.worldavocadocongress2011.com

Australian Avocados, support the Australian Industry of Avocado growers and suppliers. Horticulture Australia Limited (HAL) financially supports the Australian Avocado Industry body for the marketing, research and advertising of this Australian natural product.

Australian Avocados are considered to be leaders in marketing and business operations within the Australian horticulture industry. The Australian Avocado industry comprises over 1,200 growers across the country producing about 47,000 tonnes of avocados each year, worth $140 million at farm gate and $380 million at retail level.

Australian Avocados consider digital marketing to be the most cost effective and information rich advertising method since Liquid Interactive took over as their digital agency in 2006. They’re currently experiencing consistent monthly traffic to their website which has grown by over 500% in 3 years. Furthermore, these visitors spend an average of 2.5 minutes browsing recipes, heath information and topical articles.

The Liquid group has now worked with the Australian Avocado brand since 2006. Over this time, we have seen immense growth in all digital activity statistics. Every year we review this data and develop a new strategy to take the industry further forward.

We commence work each year by presenting the digital activity to date and recommending to the board the new, necessary digital approach. Every year this has allowed us to develop and continue to work on:

• The consumer digital marketing campaign in strategy, design, and development including:
  • Consistently presently interesting and relevant content to the various audiences
  • Maintaining a very high standard of design and visual aesthetics as set by the brand agency
  • Providing relevant Web 2.0 facilities that engage users to participate in various activities and conversations about the product, including access to a resident nutritionist, and other industry professionals
  • Collaborating with subject matter experts to create monthly content updates, which we develop into material such as website feature articles, FAQ’s, user submitted recipes, rich media banners and e-newsletters
  • Convenience functionality including recipe demonstration videos, SMS shopping lists, a recipe desktop widget, recipe ratings, comments and easy picture based recipes for children
  • Ongoing search engine optimisation
• Consumer website integration for the New Zealand Avocados brand messaging across the summer season (Australian off-peak season)
• Collaboration with the PR driven football activities to foster a healthy entertaining culture, by designing and developing a footy recipe competition microsite that is consistent with the consumer strategy and branding
• Design and development of eLearning content, including an avocado character and various print materials, for their supply chain education program
• Industry digital communications including the 2011 World Congress marketing in multiple languages
• Design and development of a Food Service PR strategy digital campaign
• Animation and production of the latest Australian Avocados consumer targeted television commercial

The Liquid group, lead by Liquid Interactive, has developed a very strong and trusting relationship with Australian Avocados. Over time we have worked extensively across their business to support many of their varying business objectives. Their website www.avocado.org.au and various off-shoots are testament to the strategic, design and technical capabilities of Liquid Interactive. We consider this brand one of the largest projects we have worked on, with consistent management and updates for the different stakeholders since 2007.