Hort Innovation asks Aussies “Av you seen this man?” in new campaign via Thinkerbell
Av you seen this man? The ‘Avo King’ was spotted at a Carlton footy match last week, hoeing in to an avocado with a spoon, straight from the skin. His eating sensibilities caught the eye of commentators and they shared their adulation and surprise at this culinary oddity; crying out “times have changed here in Carlton, that used to be a bowl of pasta, once upon a time”.
Becoming an avocado sensation, ?Australian Avocados? asked Australia to help them identify the legendary avocado man, to help them normalise a good avo and spoon combo at the footy. And the nation wanted answers…why?
It wasn’t long until the Avo King aka Joe Rumoro, in Victoria, was tracked down by Aussie media. Appearing first in Victorian media such as 3AW and the Herald Sun, he’s revealed why he ate his avos with a spoon…because it’s healthy, easy to eat and versatile as he can enjoy it with salmon, tuna and cottage cheese.
Avo King has since gone Australia-wide, appearing on national breakfast show Today Show, with host, Sarah Abo, also admitting she thought she was the only one who enjoyed avocado with a spoon.
The Avo King is actually Publican of The Tower Hotel in Hawthorn East, and he’s enjoying the ride. No telling where his Avo adventure will turn up next. Guac on.
Client: Australian Avocados (Hort Innovation)
Creative & Earned: Thinkerbell
8 Comments
This is so good. So nimble. Cracker of a social post team.
Akcelo creates Big Avocado with giant avocado in Martin Place.
Special Group gets Niko Avocado to ask Where The Avocado Are You
BMF creates Avocado Nation with a big ad to show the power of avocado in bringing people together
if it starts on social, keep it on social. what’s a giant avocado in martin place gonna do for this story? it won’t get people talking
Where the bloody avocado are you? Is gold.
This is interesting. Fruit and veg is very pr’able (this story wouldn’t fly with a mars bar). It’s nimble and clever.
So I just read this article to discover this was a single social post with no idea or twist? Am I missing something?
Best work of the year and I suspect nothing will top it… Just bloody great!
Just the general idea of earned media and advertising. No biggie