AVOZILLA
Background
The Avozilla is a new to the fresh food product category from South Africa, and it arrived in Bungundarra located in Central Queensland Australia. As it was a new product, not many people knew about it except for some news reports. And it is five times the size of the regular variety, each weighs about 1.2 kilogram on average. Some can even reach 1.8Kg.
Avozilla is a mixture of different varieties of avocado. It was brought to Australia by the Groves family in 2018. And they are currently the only Avozilla producers in Australia.
These special avocado cost between$9 to $12. So is in direct competition with regular avocado which have a Lower price. But Australian consumers are often open to trying to products.
Objectives
Because Avozilla is the new product, so we first need to bring the product to the Australia consumer. To create perceptions, catching the audience’s eye and let them know about new products in the market. After getting potential users to try the product, they might repeat purchases the product.
Target Audience
Avozilla is targeted towards young people and health-conscious families as well as vegetarians. And they should value healthy but affordable eating options, the average monthly income. is over $2000. These people generally like avocados.
it also aimed at consumer who want to try something new. Especially Australian consumer like to try new things.
Lastly, Avozilla is more suitable for a family purchase than a single person, because Avozilla is really bigger than regular avocado, it can lead to waste food.
Single Minded proposition
“Godzilla” in avocado, king of the fruit monster :0
Substantiation
- Avozilla is 5 times the size of a regular avocado.
- it is new type and like Godzilla is mutated by lizards.
- Godzilla is king of the monster, Avozilla is king of the fruit, because it not only have big size but also have good taste. (they are a very good eating fruit.) Mr Groves 2018)
Tone of voice
The mood should to be serious and gives people a sense of shock. Like an actions movie poster.
Media Requirements
The advertisement will be produced using an A4 print/web advertisement .(210mm x 297mm 300dpi).
Mandatories
Mandatory elements should have logo, Godzilla and avocado. And you should show audience where can you get it. (like you can get it in Coles)
Reference list
1.https://www.abc.net.au/news/rural/2018-07-11/giant-avocados-hit-the-markets/9971220
Felix & MY 