Australian Avocados, via Hort Innovation, has partnered with Thinkerbell and cricket icon Merv Hughes to encourage all breakfast-loving Aussies to sign a new PIT-TITION to make Avocado on toast the nation’s official breakfast.
Blending earned, paid, social and creative disciplines through Thinkerbell’s alchemy model, the campaign is designed to drum up as many signatures as possible, transforming an everyday morning ritual into a collective point of pride. By pairing an iconic, no-nonsense Aussie legend like Merv Hughes with a modern cafe staple, the push frames avo on toast as a true dish of the people.
While countries like Italy, Scotland and France all have their respective national dishes, Australia has avocado on toast. Yet, even after redefining breakfast and brunch culture both locally and globally, Australia’s greatest culinary creation remains unrecognised.
The integrated work puts Merv on the campaign trail across social, a Fitzroy mural activation, earned media, creator content and OOH amplification, rallying Aussies behind one shared ask: sign the pit-tition.
Thinkerbell chief tinker Paul Swann added: “Australia basically invented modern breakfast and brunch culture, yet the humble smashed avo has never been given the official stamp of recognition it deserves. By blending our disciplines, we’re giving Aussies a fun, shared ritual to rally behind to get our greatest morning export officially on the map.”
Commenting on the campaign, Victoria Zourkas, marketing manager of Hort Innovation described avocado toast as “an integral part of Australian culture and an export of our lifestyle”.
“Rallying national support to make it the official breakfast dish of Australia is a proud moment for local growers and breakfast lovers right across the country.”
Credits
CLIENT: HORT INNOVATION
CREATIVE: THINKERBELL
MEDIA: THINKERBELL
EARNED: THINKERBELL TALENT: Merv Hughes
PRODUCTION: Al Moore (Director & Editor)
