The South African Avocado Growers’ Association (SAAGA) has unveiled its 2010 UK market development plans, which include public relations, in-store activity and, for the first time, advertising.
The campaign, which was outlined to UK avocado importers and pre-packers during meetings this week, focuses on guacamole as the ideal snack to have on hand when watching the World Cup, taking place in South Africa for the first time this summer.
Using the line “A super bowl for the big match”, the campaign also alludes to the vast amount of avocados consumed as guacamole during other major sporting events, such as the US Superbowl.
SAAGA chief executive Derek Donkin said: “We are certain that this is the year to be advertising South African avocados for the first time, particularly as the height of our season coincides with the World Cup, when all eyes will be focused on our country. We expect it to be the summer of South Africa in the UK and want the association with summer avocados fresh from the South African sun to be clear.”
The campaign has been developed by Richmond Towers Communications, the long-term UK marketing agency for SAAGA. Managing director Rob Metcalfe said: “This is our 15th consecutive annual campaign for South African avos and we are keen to make our biggest impact ever during World Cup year.”
The avocado market has changed dramatically in the 15 years since South Africa started its UK development activity. “Not only have volumes grown significantly,” said Donkin, “but consumption patterns have completely changed. Avos used to be seen as a winter exotic, but now they are regarded as a healthy summer salad ingredient or a key constituent of a summer meal.
“The new campaign will extend usage even further by promoting the simplicity of using avos in a delicious snack form - guacamole.“
The agency is now in discussion with retailers about in-store activity and is finalising an advertising schedule, likely to focus on national newspapers, with strong World Cup coverage.
