Thinkerbell has launched a new integrated campaign for Australian Avocados, positioning the fruit as a symbol of optimism and versatility under the banner ‘Avo-can-do so can you’.
The creative platform builds on the idea that avocados can do almost anything – from delivering nutritional value to being the highlight of a meal – and extends this into the emotional space of inspiring Australians to adopt a positive outlook. The work uses bold green visuals, energetic art direction, and a tone that blends humour with the slightly absurd.
The campaign will run nationally across free-to-air TV, social media, YouTube, and subscription video on demand, supported by radio and digital audio. Out-of-home placements, including street and transit formats, will be paired with retail media to connect directly with shoppers at point of sale.
Timed to coincide with National Avocado Day, the launch was marked with an “avo-fuelled” breakfast rave in Bondi. The event, headlined by DJ Mistah Cee, featured free avocado toast, branded merchandise, and six-packs of ‘Avocado Breakfast Rave’ kits.
Phillippa Netolicky, General Manager, Thinkerbell, said: “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, added: “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.”
The campaign was developed by Thinkerbell for Hort Innovation, which funds Australian Avocados’ marketing through the industry levy. Production partners include Good Oil, ARC, Sonar Music, and photographer Shelly Horan.