18 MAY 2026. Australian Avocados and Thinkerbell are urging consumers to stop and ask themselves, “Are you bruisin while choosin’?” when they select an avo.
On a mission to change behaviour and the way Aussies shop for avocados, the new education platform is born from the insight that over half of Aussies (55%) admit to squeezing avocados the wrong way at the supermarket when checking for ripeness, a collective habit leading to mass-scale bruising.
The integrated work using the language “The Neck’s Where to Check” incorporates social, an activation, and earned media and enlists Australian strongman, Eddie Williams to perform a catchy song to help educate Aussies.
Eddie also took to the streets to put Aussies to the test with an exact Hass avocado mechanical replica (the Ahhhvocado) that yells in pain when squeezed in the middle, helping to break this behaviour and correct Aussies on how to check for ripeness, gently at the neck.
Victoria Zourkas, Marketing Manager of Hort Innovation says, “While Australians love their avocados, the over-enthusiastic squeezing is creating a silent epidemic of bruised fruit. Through this long-term educational push, we’re hoping to fundamentally shift how we shop. By teaching people to stop squeezing the middle of the fruit and check the neck, we’re protecting the produce, supporting our growers and ensuring everyone can enjoy the delicious avocado they deserve.”
Zac Goldberg, Head Tinker at Thinkerbell added, “If avocados could talk, we would handle them more carefully. There’s no one better to put the Ahhhvocado to the test than the strongman, Eddie Williams, to lead our new educational platform.”
The work, which is part of the Avo-Can-Do brand platform, is being rolled out by Thinkerbell across paid, owned and earned media channels.
