Background:

The avozilla is known as a new kind of fresh food product category and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. However, the concern may arise that a large size of avocado might not have good taste, comparing with the small ones. It should be noted that Australian consumers are often open to trying to products, i.e. they have a low risk avoidance (Hofstede Insights n.d.).

The archetype i will apply for this product is The Caregiver that means” is driven by their need to protect and care for others, and their worst fear is selfishness and ingratitude for their sacrifices” (Sparkol, 2015). To be honest, i want choose a simple and close content or a familiar concept as much as possible to approach to consumers easily because this is a kind of fruits which has a affordable price and every class in community also can get it whenever they want. Thus, in my own view, it is much better to create a advertisement that offers enough the benefits of avozilla but still can make customers feel modest, not looks fussy or something like that.

Objectives:

To spread the popularity of avozilla, at first i will show more advantaged aspects of the fruit in general. For examples, avocado is not only for eating but also can be a good ingredient in beauty like it can be made in hair oil,, facial skin mask, shampoo, moisturizing cream. Furthermore, if we know how to consume avocado in the right way, this fruit will be a good choice for anyone who wants to lose weight since it can help us feel full longer, and even it has high calories but it turns into beneficial nutritions for body, not like sugar or carbohydrates. Thus, with a larger size, same taste and cheaper price, why not :). Besides showing these functions of advertisement, also organizing more stores where consumers can try and test how this new kind of avocado tastes.

Target audience:

Focus on all generations including elderly, middle-aged people, the youth and children.

No exception for any gender.

Food markets, cosmetics industry.

Proposition:

“Avozilla, more than just a bite”

Substantiation:

AvoJumbo are five times bigger than the typical avocado variety, with an average weight of 1.2 kilograms.

Easy to get and enjoy

Better price, more product, more nutrious but still tastes tasty!!!

A healthy ingredient for skin and hair care

Tone of voice:

Keep a witty, positive tone and familiar language to proof that this product can be for everyone. In details, i plan to apply a main voice of a female host during the ads, mixing some nice feedbacks like a kind of an interview from consumers who already experienced Avo jumpo in all age groups.

Media requirements:

A4 print poster, advertising video

Mandatory:

Business pages on social media