Just Avocados

Just the Truth

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Define the Problem

For Just Avocados to differentiate themselves in the region’s saturated fruit industry, they needed a way to emphasise their unique status as the Bay’s only fully integrated service providers dedicated solely to avocados.

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Design the Solution

The tagline ‘Just like you’ was developed to show that as growers themselves, they know what other growers need and want, making them feel more approachable.

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Deliver the Experience

To highlight the brand integrity and growers-first focus, we pointed out the mistruths in the industry and demonstrated the brand’s authentic benefits. We used the campaign as an opportunity to engage directly with the growers, shining a light on false claims and being transparent with our own statements.

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Client

Just Avocados

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Deliverables

Campaign Strategy - Creative and Design - Media Plan and Placement

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Go where your customers are

We identified early on that 90% of the target audience still preferred to read the newspaper and trade magazines than the internet and spent at least 2 hours a day in a car. This gave us the insight for our media plan.

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Honest Results

We created a message-driven campaign focused on integrity and based on research. The results were new growers switching to Just Avocados and existing growers staying put.