Holy Moly, the UK’s leading natural dip brand, and independent creative agency AGIT8 are removing the gamble of picking a ripe avocado with its latest ‘Avocado Lottery’ campaign.
The creative is running across outdoor, digital and social and is centred around the ‘Avocado Lottery’: the universally recognised risk associated with picking an under or overripe avocado. The slot machine creative route, which will feature on paper and digital 6-sheets and AdVan activation, emphasises Holy Moly as the ‘guaranteed win’ versus the gamble of hunting down and buying ripe avocados. Using the line ‘Win the avocado lottery every time. Always ripe. 100% natural.’ across the slot machine image.
The multi-channel advertising campaign also features the paid social creative parody of horse racing commentary watching people as they ‘gamble’ on choosing a perfectly ripe avocado. And as they procrastinate, the voiceover builds the tension with comic effect. The supermarket content, produced with the help of generative AI, will run across Instagram and Facebook. The campaign is also supported by Meta and TikTok video ads.
Chris Busher, Marketing Director at Holy Moly, commented: “Our latest campaign is built on a truth that every avocado lover understands – the endless gamble of finding the perfect one. We’re telling shoppers that Holy Moly guarantees a perfect avocado, every time and there’s no risk of over- or under-ripe avos, all whilst being 100% natural. It’s a message that resonates because we’ve all been there, so we’re giving people a simple, delicious way to avoid the avocado lottery once and for all.”
Gerry Human, Creative Director at AGIT8, added: “Who can resist taking a cheeky punt – especially when it’s a guaranteed winner? Holy Moly is a fun brand with excellent products that set them apart in an otherwise pretty generic world of dips.”
AGIT8 worked alongside Republic of Media for the ‘Avocado Lottery’ campaign with JC Decaux and Global roadside, rail and high-footfall sites going live from 17th September, across London, Manchester, Birmingham, Leeds and Glasgow.
AdVan activation (via Mobile Media) will target key bookmaker locations in London including Betfred, PaddyPower and William Hill to reinforce the ‘gamble’ positioning of finding a perfectly ripe avocado vs the fresh, always-ready-to-eat Holy Moly guacamole dip.
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