Delcado

Opportunity
As one of the market leaders in the avocado category, Delroy Orchards saw a critical business opportunity with the industry moving into oversupply. They knew most Australians didn’t know one avocado from another, why one was better than another, who grew them or where they came from. Delroys knew their avocados were better than the rest, but they needed help telling their story.  Delcado, The Better Avocado was born.

Solution
Reservoir Partners came up with the Delcado name, which is a mash-up of Delroys and avocado. We develop a brand with a clear point of difference, with personality, authenticity and humour, that we’re proud to say contravenes traditional fresh produce marketing. And positioned Delcado with razor-sharp focus leveraging Australian provenance, superior quality and taste and a industry first money-back-guarantee.

Reservoir Partners was responsible for end to end strategy and implementation, tracking the program's impact across media execution, supermarket partnerships, brand tracking research, distribution and sales. We plugged into the Delroy business to deliver the marketing program partnering with top-tier agencies to develop Delcado’s brand positioning, identity, logo, tagline, and tone of voice.We oversaw delivery of five TVCs,  print and OOH campaigns, digital advertising (SEO/SEM/GDN), new website, POS, sticker, tray and a suite of branded content to drive inspiration, trial and conversion. Reservoir Partners developed the media strategy and did the media buying. We directed the social, ambassador and PR strategy bringing together some of Australia’s top chefs as brand ambassadors including Mark Best, Justine Schofield, Simon Toohey and Tom Walton.

Results
Since its launch in late 2020, Delcado has become Australia's leading avocado brand and gained recognition globally. The campaign successfully shifted consumer perceptions, with over 15% considering Delcado as a distinct variety. Advertising recall reached 30%, leading to a significant increase in intent to buy, with 78% of consumers expressing interest in buying a Delcado. Furthermore, 50% of consumers said they were willing to pay a $0.50 premium for a Delcado, demonstrating the effectiveness of brand building. Delcado has seen continuous growth in distribution and sales across Australia. Global demand has seen the brand enter Thailand, Malaysia, Indonesia, Hong Kong and India with further expansion into international markets planned for summer 2024.