W5: Creative Brief Part 1

Hoang Viet Nguyen
Nov 21, 2023
3 min read

Updated: Nov 22, 2023

Know more about AVOZILLA!

1. Australia Broadcasting Corporation news story - Giant avocados five times the size of a standard variety set to smash the market' ABC (July 2018) 2. Daily Mail UK headline - 'I've got nine smashed avos out of half of one of these!' Farmer reveals enormous 1.2kg 'AVOZILLA' that's hit the shelves - and you won't believe how cheap they are' Daily Mail (July 2018) 3. Broadsheet Australia - 'These Giant Avocados Weigh Over a Kilogram' Broadsheet (June 2019)

Where does it fit?

Avozilla is new to the fresh food product category, and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. Potentially, the concern may arise that a bigger avocado might not taste as good as well-known varieties. It should be noted that Australian consumers are often open to trying products, i.e., they have a low risk avoidance (Hofstede Insights n.d.). Although the avozilla is hard to culture and grow, the market for it is very large as it is always sold out when there's a batch, said Mr. Di Tullio. "We sold out every time we got our batch in, and people have been coming back for them." Many consumers have said that the avozilla is very cheap for how many servings it could make from one avozilla. As Avozilla is a very new type of delegated product, I think that its archetypes would align with a mix of the innocent and the explorer because of its unique history and characteristics. The innocent is based on the history of its arrival and how it got to this point. The explorer, as it is a bizzard piece of food that most people in their whole life would never even know or have ever eaten before in their life (Neill 2018).

Who is it being sold to?

Avozilla casually weighs 1.2 kg on average and is sold at $12 each, with 1.8kg at its highest record (Santos 2019), and with the comparison of a regular avocado weighing 170 grammes and being sold at $3 peak, it could be said to many consumers that Avozilla is the choice and it is the way to go (Wills 2023).

Objectives

1. Perception – Wonder how avozilla got its name? then try watching godzilla! 2. Persuasion – Delicious and profitable to buy compare to normal ones 3. Cognition – Dated way back in 2014 its a green gold that everyone wants a piece of 4. Affection – Want surprise your friend and family you know how to? 5. Association – Nutritional, delicious at the same time? this is two bird hit by one stone! 6. Behaviour – Morning toast, smoothie for lunch, snacks for dinner why not avozilla?

Target Audience

Age: 18 and above
Gender: any gender
Education: high school and above
English Comprehension: Grade 10
Occupation: any
Geographic location: Australia/big states (NSW, SYD, VIC)
Values: want to eat healthy, delicious food, worth the money
Interest: gym, cooking, trying out new foods
Buying patterns: culinary trend, price-sensitive, in season
Product usage: salad, toast, smoothies, dips, desserts, toppings, vegetarian and vegan substitutes, condiments

Single Minded Proposition (SMP)

Enjoy bigger bites with Avozilla—the giant avocado for epic tastes and endless surprises!

Tone of Voice

Use a mix of the innocent and explorer archetypes friendly, approachable, clear tone of voice.

Substantiation

“There’s certainly a shock factor when you pick one up and they’re as big as your head,” farmer Ian Groves told Guardian Australia.

I cut one open the other day and got nine pieces of smashed avocado on toast out of half'( The Daily Mail, UK)

"The Avozilla has a fantastic taste with a rich, juicy, buttery texture, and creamy flavour." said Tesco's salad buyer Emma Bonny

Media Requirements

A4-sized print poster

Mandatories

Avozilla image to show its size

contrast of colour using the background to make avozilla stand out

SMP line included in the poster "Enjoy bigger bites with Avozilla—the giant avocado for epic tastes and endless surprises!"

References

Duncan, S 2018, ‘Avocado farmer reveals enormous AVOZILLA taking the market by storm’, Mail Online, retrieved from <https://www.dailymail.co.uk/news/article-5940045/Avocado-farmer-reveals-enormous-AVOZILLA-set-market-storm.html>. Henriques-Gomes, L 2018, ‘“As big as your head”: giant avocado arrives in Australia’, The Guardian, retrieved November 22, 2023, from <https://www.theguardian.com/lifeandstyle/2018/jul/11/as-big-as-your-head-giant-avocado-arrives-in-australia>. Neill, C 2018, ‘Understanding Personality: The 12 Jungian...’, Moving People to Action, retrieved from <https://conorneill.com/2018/04/21/understanding-personality-the-12-jungian-archetypes/>. Neville, S 2013, ‘Avozilla: world’s largest avocado goes on sale’, The Guardian, retrieved November 22, 2023, from <https://www.theguardian.com/lifeandstyle/2013/aug/30/avozilla-world-largest-avocado-sale#:~:text=Tesco%27s%20salad%20buyer%20Emma%20Bonny%20said%3A%20%22We%20believe%20the%20Avozilla>. SANTOS, C 2019, ‘Meet the Avozilla: The Giant Avocado Weighing Over a Kilogram’, Broadsheet, retrieved from <https://www.broadsheet.com.au/national/food-and-drink/article/avozilla-giant-avocados>. Schremmer, J 2018, ‘The “Avozillas” that weigh more than a kilo’, ABC News, retrieved from <https://www.abc.net.au/news/rural/2018-07-11/giant-avocados-hit-the-markets/9971220>. Wills, D 2023, ‘how much does regular avocado cost’, Bing, retrieved November 21, 2023, from <https://www.bing.com/search?q=how+much+does+regular+avocado+cost&qs=n&form=QBRE&sp=-1&lq=0&pq=how+much+does+regular+avocado+co&sc=11-32&sk=&cvid=DFC75F569F924F3881047E3080C30125&ghsh=0&ghacc=0&ghpl=>.