Australian avocados serve up optimism with ‘AVO-CAN-DO SO CAN YOU’ campaign

Thinkerbell has launched an integrated campaign for Australian Avocados built around the AVO-CAN-DO SO CAN YOU platform, positioning the fruit as both versatile and uplifting. The creative idea plays on the avocado’s ability to be nutritious and delicious, while also serving as a symbol of optimism in contrast to the negativity of everyday news.

The visual approach embraces the fruit’s signature green palette, ensuring instant recognition. Energetic and confident art direction pairs with a humorous tone to deliver an upbeat message with a touch of the absurd.

The campaign is supported by a broad media strategy reaching audiences across metropolitan and regional markets. Video content will appear on free-to-air TV, social media, YouTube and subscription video-on-demand platforms, while radio and digital audio extend its reach nationally. Out-of-home formats, including street and transit placements, will boost visibility, and retail media will deliver the message in-store.

The launch coincided with National Avocado Day, celebrated with a breakfast rave in Bondi. Hosted by DJ Mistah Cee, the event offered locals free avocado toast, music and branded merchandise, including Avocado Breakfast Rave six packs.

Phillippa Netolicky, general manager, Thinkerbell: “Avocados have always had a bit of a reputation for being versatile, but this campaign really pushed that into the emotional space, inspiring Aussies to get up and go -- with a little help from a delicious avo."

Victoria Zourkas, senior brand manager, Hort Innovation: “We’re proud to launch a campaign that reflects the energy, versatility and positivity of Australian Avocados. AVO-CAN-DO SO CAN YOU captures the spirit we want to bring to every Aussie kitchen and dining table."

www.horticulture.com.au

www.thinkerbell.com

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