Hort Innovation’s Australian Avocados launches new ‘Smash an Avo’ campaign via Ikon Sydney
Ikon Sydney has launched its first campaign for Hort Innovation’s Australian Avocados brand since winning the business earlier this year, following a competitive pitch.
The new ‘Smash an Avo’ campaign is part of a complete brand refresh for Australian Avocados. Ikon’s integrated team delivered strategy, media, creative, brand identity, social and digital services to bring the work to market.
Says Rob Martin Murphy, ECD, Ikon Sydney: “The new Avos campaign reminds us how good avocados are and shows how they make absolutely everything Aussie
better… well, almost everything.”
Says Claire Tindale-Penning, marketing manager, Hort Innovation: “Our new ‘Smash an Avo’ campaign is fresh, friendly and slightly
cheeky. We think it has a little something that everyone can relate to. We’re confident it’ll help strengthen Australian Avocado’s place in Aussie culture, as well as its role as part of a happy and healthy lifestyle. We’re really proud to represent this beautiful fruit grown right here in Australia and we think this new work highlights just what a versatile and delicious fruit it is.”
Says Martin Murphy: “We really enjoyed bringing ‘Smash an Avo’ to life. A tip of my avocado-patterned hat to Hort Innovation for backing it and, of course, to Gary John, the team at Photoplay, and Hogarth for making it happen. Also, a big thanks to Hugh the Jack Man for making himself available for the shoot at such short notice.”
CLIENT: HORT INNOVATION
MARKETING MANAGER: Avocados: Claire Tindale-Penning
HEAD OF MARKETING: Elisa King
AGENCY: IKON
CHIEF OF INTEGRATED SERVICES: Natalie Musico
ECD: Rob Martin Murphy
CREATIVE TEAM: Matt Smith, Dave Heytman,
HEAD OF CREATIVE MANAGEMENT: Anna College
SENIOR ACCOUNT DIRECTOR: Andy Morse
MEDIA DIRECTOR: Emile Van Schalkwyk
HEAD OF STRATEGY: Hugh McGilligan
STRATEGY DIRECTOR: Abbie Love
HEAD OF CONTENT: Maria Casas
DESIGN: Jenie Johnston, Paris Giannakis (logo)
PRODUCTION COMPANY: PHOTOPLAY
DIRECTOR: Gary John
SENIOR PRODUCER: Bonnie Fay
EXECUTIVE PRODUCER: Oliver Lawrence
DOP: Rob Marsh
FOOD STYLIST: Janet Mitchell
PRODUCTION DESIGNER: Alex Holmes
WARDROBE DESIGNER: Amelia Gebler
DIRECTOR (Recipe Content): Nino Tamburri
POST-PRODUCTION: HOGARTH
EXECUTIVE PRODUCER: Samantha Daley
POST PRODUCER: Erin McGookin
EDITOR: Joe Morris
COLOURIST: Trish Cahill
ONLINE EDITOR: Hugh Seville
SOUND: NYLON STUDIOS
SOUND DESIGN & MIX: Stuart St.Vincent Welch
RECIPES & FOOD PHOTOGRAPHY: WHISK MEDIA GROUP
9 Comments
I like what has occurred here.
I doubled dipped my chip and watched this twice.
Got a great flow. Agree with Nice – I like what has occurred here too.
Dishes.
Funny, likeable and original execution of an established concept.
But it works, and what’s new anyway?
Nice job. But I had to call it. But nice.
Surprisingly really good. Humour and tone is spot on.
Dear photoplay can u make your comments a little less transparent.
We get you are trying to say the idea was weak but we turned it into a really good ad but why not just put your name to the comments rather than use a pseudonym?
Very nicely art directed.
You know what they say, sleep with bitches you’re going to catch fleas.
So what is it… Butter or Avos that make everything better?
Lovely work 10/10 would smash