Good Foods tackles avocado frustration with guacxiety

The campaign uses digital and connected TV creative inspired by the memes and social media conversations around the difficulty of getting an avocado to ripen at the right time.

Good Foods Group is addressing the uncertainty of buying fresh avocados with Guacxiety, a campaign developed with marketing consultancy Rival.

The campaign also includes a limited-edition avocado-shaped stress ball, available to order through Good Foods Group while supplies last. The activation draws on the popularity of fidget toys on platforms such as TikTok and Instagram.

Good Foods builds campaign around avocado timing

The campaign is based on consumer conversations about avocados rather than creating a fictional problem. Research conducted online by The Harris Poll on behalf of Good Foods Group found that 83 percent of Americans purchase fresh avocados.

Among avocado purchasers, 82 percent said they become frustrated when avocados go bad before they can use them, while 68 percent said buying fresh, whole avocados often feels like a guessing game.

Survey highlights consumer frustration with avocados

The research also found that 76 percent of avocado purchasers agree that fresh, whole avocados can go from too hard to overripe faster than expected. Some 69 percent said getting the timing right when buying fresh, whole avocados feels like a matter of luck.

A further 67 percent said they worry the avocados they buy will not be ripe when they need them.

Mandy Bottomlee, Director of Content Marketing, Good Foods Group: "The number that stopped us was 82%. Four out of five people who buy avocados have watched one go bad before they got to use it. That is not a small annoyance, it is a repeated one, and it is why so much of the conversation online is people joking about something that genuinely bothers them. That is exactly the anxiety we take off the table at Good Foods Group. We make fresh, craveable guacamole that is ready when you open it, so nobody is left guessing."

Rival develops social-first creative approach

The Guacxiety Stress Ball forms part of the campaign's broader creative approach, which incorporates familiar social media formats and the online discussion around avocado ripeness.

Mikayla Belson, Creative Director at Rival: "The tension around avocados is real, just look at the running jokes across social media. So when the idea of the Guacxiety Stress Ball came up, we immediately wanted to make that real, too. In our eyes, it’s the opposite of a hard sell. And that’s the spirit of the whole campaign. From the videos, to the website, to the stress balls, it’s all just a fun, light-hearted break in your day, which is a perfect fit for a brand like Good Foods."

Good Foods promotes ready-to-eat guacamole

Good Foods Group produces ready-to-eat guacamole using high-pressure processing, a cold technique designed to preserve texture and flavour without heat.

The company's products are sold through grocery stores and warehouse clubs across the US, including Costco, Kroger, Target and Publix.

www.goodfoods.com

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