Week 5 Workshop Part 1 #ALA102DC

Background

The 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 to products, i.e. they have a low risk avoidance (Hofstede Insights n.d.).

Avozilla is a new brand. In my own opinion, I think the archetype of this brand is “the idealist or innocent”, and McDonald’s also chooses this kind of archetype. As a new brand of the food industry, Avozilla needs to give people the impression that this brand provides fresh avocados. This will make the customers feel that Avozilla is a trustworthy brand, and it will also make them love this brand.

Objectives

To raise awareness of this new product, encourage trial and repeat purchase. I will create some cartoon avocado images and use Avozilla as the logo to attract young teenagers and children’s attention.

Target Audience

My target audiences are young teenagers and children, who are mostly students that are studying at school. They may not have income, but they can ask their parents to buy the avocado made by Avozilla for them. I think the value to young teenagers and children with regard to Avozilla is that it can help them increase nutrition and enhance their physical fitness.

SMP

Keep healthy and enhance physical fitness.

Substantiation

1. Avozilla offers avocados that are five times the size of regular avocados.
2. Avocados made by Avozilla is nutritious.
3. Not only children but also everyone in different age groups can enjoy the avocados provided by Avozilla.

Tone of voice

The mood of this advertisement should be relaxing, and it can use cheerful music as the background music.

Media requirements

A4 Print advertisement

Mandatories

The logo of Avozilla and also the web address.