“His expertise in fresh produce, consumer marketing, FMCG, NPD, supermarkets, merchandising and business development really helped guide, educate and up-skill our internal team”
Opportunity
As fresh produce market leaders in bananas, papayas and avocados, MacKays Marketing wanted to create a clear point of difference for its range of Shepard avocados in the overcrowded and highly competitive fresh produce category.
Solution
Using insights from the latest avocado consumer research and our collaborative marketing workshop, we identified the opportunities that would lead to the best sales outcomes. We put in place a three-year marketing and brand strategy, and working closely with the in-house marketing, category and supply chain teams, to create and launch the Arlo Avocado brand. We facilitated brand positioning, developed the brand name, logo and tagline, created the brand identity, its look and feel, built its website and developed a comprehensive social, content and PR strategy to support its launch and roll out. Excitingly, we also helped develop a first-to-market Avocado 4-Pack for retail - a fully recyclable cardboard carry case (akin to a beer 4-pack) delivering 2 ready to eat now and 2 ready to eat later avocados. This was a first to market NPD end to end solution.
Result
The 4-pack was a first for avocados and secured favourable interest from Woolworths, who plans to conduct a multi-store trial. The Arlo 4 Pack adhered to the highest sustainability standards, delivering an end-to-end fully recyclable cardboard product offer, significantly reducing the amount of plastic packaging in the category while helping consumers reduce avocado waste.
Testimonial
”We have had the pleasure of working with David for over three years. I originally engaged Reservoir Partners to develop several marketing strategies which evolved into marketing implementation support and staff training. David helped me introduce and embed the consumer marketing function into our business and helped us develop and launch two new brands RubyRise Red Papaya and Arlo Avocados to the Australian market. His expertise in fresh produce, consumer marketing, FMCG, NPD, supermarkets, merchandising and business development really helped guide, educate and up-skill our internal marketing team to now proudly stand on their own feet. David is strategic, insightful, collaborative and easy to work with. I could not recommend him higher.” - Richard Clayton, CEO, MacKays Marketing.
Services Overview
Category analysis
Brand Positioning
Brand Identity
Creative campaign development
Consumer, b2b marketing strategy
Retail strategy, merchandising activation
Media and digital strategy
New product development
New product launch strategy
Program monitoring & evaluation plan
Program delivery and management
Research and category data identification and procurement
Website and POS design
Development of quality and packing specifications
Staff training and development
Reporting
