123

New Zealand Avocado rolls out quirky and informative digital campaign via Motion Sickness

  • Advertising
  • December 5, 2017
  • StopPress Team
New Zealand Avocado rolls out quirky and informative digital campaign via Motion Sickness

New Zealand Avocado has taken a behind-the-scenes look at its orchards for a social media campaign in the New Zealand and Australian markets with the help of Motion Sickness. 

As part of the campaign, four avocado growers were interviewed; two in Bay of Plenty, one in Whangarei and one in the far North.

One 50-second spot watches grower Rob Jefferis from the Bay of Plenty talks about the history of his orchard and his love for growing avocados.

Sam Stuchbury, Motion Sickness founder and creative director, says it’s the first time Motion Sickness has worked with New Zealand Avocado.

“Earlier in the year we pitched and were then appointed to work on their social media/digital strategy, creative and content, and finally media buying/execution. They were looking to run two simultaneous social media campaigns over the summer months; one in New Zealand and one in Australia."

He says with New Zealand being a home market and Australia being export, the team needed to take a slightly different approach for each, however, they were able to find common ground with the main campaign piece; the stories of the growers behind the avocados.

“We wanted to let the quirky character of real Kiwi avocado growers come through in the campaign. They’re real families, real people growing the product, and we wanted to make sure that the effort and care they put into growing the product was communicated, without taking it all too seriously."

The campaign wanted to capitalise on the fact avocados are really having a ‘moment’ right now, says Stuchbury. 

“It’s about doing something that has more substance than another meme, whilst still be entertaining. We needed to ensure we weren’t just celebrating the fruit, but also giving a bit of extra detail around the amazing nutritional qualities, and actually what goes into getting it to people’s plates."

He says an interesting aspect of the campaign would be the introduction of the New Zealand avocado digital presence into the Australian market.

"New Zealand Avocado actually ‘tops up’ Australian grower’s supply, so here it was about proving the high quality of the New Zealand product without appearing to be claiming superiority, or stepping on anyone’s toes. That’s where I think this approach really worked, just telling the real stories in an authentic, relatable and humble way."

He adds that the campaign has been created with the fact that the target audience really does have a choice to give a campaign their attention in mind, meaning that it needed to be worthy of that attention and left them with something - "even if it’s just a feeling of positivity".

"It’s also being aware of what will have cut through in the cluttered newsfeed…also, how we will take the audience on this journey through each ‘chapter’ with targeted media buys. Lastly, would be the supporting bite-sized messaging and studio-based content which really brings it back to that product at the heart of it all, good old avocados."

Bevan Jelley, market manager for New Zealand Avocado, says until this season the company had not promoted avocados from New Zealand in Australia with a differentiated story to that being used to promote Australian grown avocados.

“Changing dynamics in the Australian avocado market meant that now was a good time to start promoting a story for avocados from New Zealand in Australia. We are trying to quickly establish a brand story for avocados from New Zealand in an offshore market. Social media allows us to add multiple layers to our story, to engage and learn quickly, and to develop a community of support that can advocate for avocados from New Zealand on our behalf."

Jelley says the company is impressed with the performance of the campaign to date and excited about the range of content that is yet to be delivered.

"Motion Sickness have demonstrated an ability to capture genuine personalities of our growers and the care they take in producing great avocados. The authenticity of the content Motion Sickness have created has resonated well with avocado lovers in Australia and New Zealand."

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Buckle up: Vodafone shows the future is closer than we think

  • Advertising
  • July 20, 2018
  • StopPress Team
Buckle up: Vodafone shows the future is closer than we think

The future is here, or is it? Vodafone's new campaign by FCB takes a look at how far we've come and how far we have to go.

Read more
features

The Hot List winners: most influential in media

Back for another year, NZ Marketing has selected the best of the bunch in the media business. While the editorial team put their heads together to figure out who and what came out on top for the judges' choice, our avid StopPress readers with their fingers on the pulse cast 11,293 votes to decide the People's Choice winners.

Crusaders do not have WiFi capability: Daikin explores the differences between a heat pump and rugby players

  • Advertising
  • July 19, 2018
  • StopPress Team
Crusaders do not have WiFi capability: Daikin explores the differences between a heat pump and rugby players

What’s the difference between a heat pump and a Crusader? Not much if the Daikin's new campaign is anything to go by but that doesn't stop the heat pump brand from searching for a connection to promote its sponsorship of the team.

Read more
topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
features

The Hot List winners: biggest move

Back for another year, NZ Marketing has selected the best of the bunch in the media business. While the editorial team put their heads together to figure out who and what came out on top for the judges' choice, our avid StopPress readers with their fingers on the pulse cast 11,293 votes to decide the People's Choice winners.

Recreating the Christchurch Cathedral: Realityvirtual is calling all videographers and photographers to help bring the landmark back in VR

  • Media
  • July 19, 2018
  • Elly Strang
Recreating the Christchurch Cathedral: Realityvirtual is calling all videographers and photographers to help bring the landmark back in VR

Realityvirtual’s Simon Che de Boer recently had a hand in documenting one of the world’s most ancient civilisations in VR. And now, he’s keen to get to work on his passion project: local cultural preservation work of the Christchurch Cathedral. He wants to resurrect the old Cathedral in VR using publicly sourced photography, so is putting out a call to the public to submit any photos or videos they have of the building pre-earthquake, and using deep learning, a company can fill in the missing data and build a VR experience around this.

Read more
voices

2018 News Media Awards: News Corp Australia and Fairfax Media lead the finalists

  • Awards
  • July 18, 2018
  • StopPress Team
2018 News Media Awards: News Corp Australia and Fairfax Media lead the finalists

The 2018 News Media Award finalists have been announced after a panel of 50 industry judges narrowed down the entries to shortlists across the 32 categories.

Read more
features

The Hot List winners: creator

Back for another year, NZ Marketing has selected the best of the bunch in the media business. While the editorial team put their heads together to figure out who and what came out on top for the judges' choice, our avid StopPress readers with their fingers on the pulse cast 11,293 votes to decide the People's Choice winners.

Bayleys celebrates its Kiwi ingenuity in new campaign

  • Advertising
  • July 18, 2018
  • StopPress Team
Bayleys celebrates its Kiwi ingenuity in new campaign

Bayleys has launched a campaign that celebrates the real estate company’s ethos of teamwork and collaboration.

Read more

ASA launches AdHelp service to help advertisers

  • Advertising
  • July 17, 2018
  • StopPress Team
ASA launches AdHelp service to help advertisers

The Advertising Standards Authority (ASA) has launched its new AdHelp Information Service.

Read more
Sponsored content

NZME's chief executive officer Michael Boggs on radio

StopPress talks to Michael Boggs, NZME's chief executive officer, about why radio is such a strong platform, engagement with audiences, and the latest Commercial Radio Survey Results.

Pak'nSave marks Stickman's birthday with a June Ad Impact Award

  • Ad Impact
  • July 17, 2018
  • StopPress Team
Pak'nSave marks Stickman's birthday with a June Ad Impact Award

June was another month full of great ads, but it was Pak’n Save that topped the ranks to win Colmar Brunton’s Ad Impact Award.

Read more

Ads of the Week: 17 July

  • TVC of the Week
  • July 17, 2018
  • StopPress Team
Ads of the Week: 17 July

ANZ, Spark and Forsyth Barr show us how it's done.

Read more

Movings/Shakings: 17 July

  • Movings/Shakings, brought to you by Marsden Inch
  • July 17, 2018
  • StopPress Team
Movings/Shakings: 17 July

Industry happenings at Stuff, Colmar Brunton, Fish & Clips, Carat New Zealand and Hula.

Read more
features

The Hot List winners: media product and start up

Back for another year, NZ Marketing has selected the best of the bunch in the media business. While the editorial team put their heads together to figure out who and what came out on top for the judges' choice, our avid StopPress readers with their fingers on the pulse cast 11,293 votes to decide the People's Choice winners.

Adshel Live enters into Tauranga market

  • Advertising
  • July 16, 2018
Adshel Live enters into Tauranga market

Adshel New Zealand has announced the expansion of its Adshel Live network to include Tauranga.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit