Taking Australian fruit further
How export marketing is growing demand in key overseas markets
Avocados, Cherries / Accelerating Exports
Read time: 5 minutes
Somewhere in Hong Kong, a shopper is actively looking for Australian avocados to add to their basket.
Why?
Because being served avocado on toast by a giant koala paw from a bright green food truck made quite the impression.
Click the speaker icon for sound
Australian Avocados
The big green picture
Hort Innovation’s avocado export strategy works across three levels: building the premium Australian brand, growing preference for Australian avocados specifically, and expanding the avocado category overall.
Australian avocados are sold overseas every minute.
Australian Avocados are now working with 35 retailers globally, supporting more than 18,000 tonnes of exports in 2025 across seven export markets.
Australian Avocados are now working with 35 retailers globally, supporting more than 18,000 tonnes of exports in 2025 across seven export markets.
FY26 Avocado Export Campaign Focus
Markets
Hong Kong and Malaysia, with activity also across Singapore, India, Japan and other markets
Goal
Build preference, usage occasions and sales
Tactics
Localised recipes, retail support, influencer content, social media, cafe partnerships and distinctive food truck activations
Grower value
Stronger premium positioning, more retail confidence and increased consumer demand in key export markets
A food truck becomes a media moment
Hong Kong consumers are already fans of Australian avocados, so the challenge is to find fresh ways to maintain Australia’s leadership and keep shoppers excited.
The answer? A branded food truck that was part moving billboard, part sampling station and part street theatre, with samples handed out by a giant koala paw over three days in March.
This consumer activation campaign was a first for Australian avocados in Hong Kong, and locals were quickly captivated. Limited daily supply created anticipation, while the playful Australian concept gave media, influencers and consumers something they wanted to photograph, post and talk about.
A food truck becomes a media moment
Hong Kong consumers are already fans of Australian avocados, so the challenge is to find fresh ways to maintain Australia’s leadership and keep shoppers excited.
The answer? A branded food truck that was part moving billboard, part sampling station and part street theatre, with samples handed out by a giant koala paw over three days in March.
This consumer activation campaign was a first for Australian avocados in Hong Kong, and locals were quickly captivated. Limited daily supply created anticipation, while the playful Australian concept gave media, influencers and consumers something they wanted to photograph, post and talk about.
The koala handed out
samples
of avocado smoothies and a localised version of avocado smash.
The truck was viewed by more than
people
on the ground.
Generated more than
out-of-home impressions
(eyes on ads)
More than
of visitors shared their experience
on social media.
The koala handed out
samples
of avocado smoothies and a localised version of avocado smash.
The truck was viewed by more than
people
on the ground.
Generated more than
out-of-home impressions
(eyes on ads)
More than
of visitors shared their experience
on social media.
Most importantly, the excitement translated into sales through retail partners including Wellcome, AEON and Unicorn.
average sales uplift
on pre-campaign numbers across Wellcome, AEON and Unicorn in Hong Kong
total reach amplified
via bonus media on top of paid activity
of visitors shared on social media
visitors
total reach
The campaign was so successful that a second truck was used for a subsequent campaign burst in March. (Results unavailable at time of publication.)
Localisation: making avocados feel familiar
One of the avocado export campaign’s most effective tools has been localisation.
Rather than asking consumers to adopt Australian eating habits, the campaign showed how Australian avocados could fit into meals and occasions people already know and love.
In India, that meant ideas such as avocado paneer paratha and pani puri.
In Japan, it was tempura and rice bowls.
In Singapore, kaya toast.
Avocado 'Kaya' toast
Malaysia: from scroll to basket
Malaysia needed a different approach.
With avocado consumption still developing, the campaign focused on getting fruit in front of shoppers, letting them taste it, and showing them how to use it at home.
Malaysia: from scroll to basket
Malaysia needed a different approach.
With avocado consumption still developing, the campaign focused on getting fruit in front of shoppers, letting them taste it, and showing them how to use it at home.
Average sales uplift from pre-campaign numbers
sampling activity
roadshow activations
sampling activity
roadshow activations
Singapore: turning curiosity into sales
In Singapore, retail sampling, chef in-store demonstrations and polished influencer activity helped turn interest into purchases, delivering a 52 per cent average sales uplift across participating retailers from pre-campaign figures. Hypermarkets proved especially strong.
In May, a Mother’s Day collaboration with six cafés across eight outlets showcased avocados as a premium and versatile ingredient. During the month-long campaign, the cafés created innovative dishes featuring avocados.
A total of 18 avocado dishes were created, including tiramisu, brûlée and savoury bowls.
The campaign was promoted through public relations, radio, social media, sampling, in-store activations and influencer partnerships.
Full results were not available at time of publication, but two influencer posts attracted more than 26,400 views between them.
As General Manager – Export of Australian Avocados, Flora Zhang explains, these marketing campaigns benefit the whole industry:
Click the sound icon to hear from Avocados Australia's Flora Zhang.
Australian Cherries
Small fruit. Big occasion.
While avocados are about building everyday usage across emerging and established markets, cherries face a different export challenge.
The fruit is premium, highly seasonal and only available for a short window. That means the buying period must maximised by promoting the key message:
Australian cherries are premium, fresh and air-freighted to market within 72 hours of harvest.
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FY26 Cherry Export Campaign Focus
Markets
Vietnam, Taiwan, China and Hong Kong
Goal
Premium positioning during a short seasonal window
What worked
Launch events, trade engagement, influencer content, a consumer campaign and Karu the Kangaroo mascot
Results
68% Panda Mart sales uplift for Lunar New Year compared with the pre-campaign period
Grower value
Stronger trade relationships, premium positioning and increased demand during a short selling season
Turning a season into an event
Click the speaker icon for sound
Before Australian cherries hit store shelves, launch events across four markets brought importers, retailers, media, influencers, government representatives and industry partners together.
The aim was to create momentum, strengthen relationships and give everyone in the supply chain a reason to champion Australian cherries.
launch markets
attendees
media pieces
influencers
influencer views
media pieces
launch markets
attendees
media pieces
influencers
influencer views
media pieces
Hopping into Lunar New Year
In Hong Kong, the campaign had a consumer focus for the first time, promoting Australian cherries during the Christmas and Lunar New Year period, when gifting and premium fruit purchases are at their peak.
Key to its success was paid commercial media, social media influencers, and mascot Karu the Kangaroo.
Hopping into Lunar New Year
In Hong Kong, the campaign had a consumer focus for the first time, promoting Australian cherries during the Christmas and Lunar New Year period, when gifting and premium fruit purchases are at their peak.
Key to its success was paid commercial media, social media influencers, and mascot Karu the Kangaroo.
94,529 views 4,180 engagements
(replies, likes, comments or shares)
94,529 views 4,180 engagements
(replies, likes, comments or shares)
94,529 views 4,180 engagements
(replies, likes, comments or shares)
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