Hort Innovation will launch Australia’s first avocado café in Sydney next week and is based on successful avocado restaurants in Amsterdam and New York.
For one month only, Good Fat by Australian Avocados will serve – for breakfast, lunch and dinner – a menu of 22 avocado dishes created by Sydney chef Liam Crawley. Nothing on the menu will be more than $20 and recipes will be available so that customers can re-create the dishes at home.
The concept was developed by creative agency Background Creative Co: (Bcc), which seized on the global trend of niche, avocado dining and worked with Hort Innovation who carry out marketing on behalf of Australia’s horticulture industry to translate the concept for the Australian market.
“We want to tap into Australia’s love of avocados and grow the category by inspiring light and medium users to eat even more of the delicious fruit,” said David Moore, marketing general manager at Hort Innovation.
“True avocado lovers have seven or more avocado meal ideas in their repertoire, while light users may only have one or two. So there’s definitely room to grow beyond the much loved smashed avo on toast.
“Currently Australians eat around 3.1kg of avocados each year and the Australian avocado industry expects domestic demand to increase by 20 per cent in the next five years.”
A team of specialist agencies led by Bcc: will support the pop-up café with a campaign that delivers an integrated mix of advertising, experiential, influencer, PR and social media activities.
Ikon Communications, which has worked on Australian Avocados social media channels for eight years, will tap into the avo-love and deliver innovative content across Facebook, Instagram, SnapChat and Tinder.
Food and lifestyle communications agency, Bite Communications will work to generate hype ahead of the launch and throughout the month the cafe is open. This includes a search for Sydney’s biggest avocado fan to fill the position of Good Fat’s Head of Avo Control and working with the man behind “avo-gate”, demographer Bernard Salt, to officially open the café.