BACKGROUND:Avanza started to export to China in 2018 off the back of their success exporting to Australia and other Asian markets such as South Korea and Malaysia. Avocados are not historically part of the Chinese diet but demand has soured in the last 10 years, as they discovered the health and beauty benefits of this super fruit.
APPROACH:In-store tastings were an important component of our marketing program as many Chinese have not yet tried avocados, nor do they necessarily know how to prepare them at home. We experimented with different formats to see what was popular, such as avocado banana smoothies and avocado crackers with seasoning.
RESULT:We gave samples to more than 21,000 consumers and saw an 85% conversion rate of trial to purchase in our first year of in-store tastings - avocados are on the rise!
