Thinkerbell Appointed as Hort Innovation’s Integrated Creative Partner after Competitive Pitch
Hort Innovation, the not-for-profit research, development, and marketing hub for the Australian horticulture sector, has appointed Thinkerbell as its new integrated agency partner.
Thinkerbell, who won the tender through a competitive pitch process via TrinityP3, will utilise its Measured Magic (marketing sciences meets hardcore creativity) approach to build market share both locally and globally for Hort Innovation’s suite of 24 different Australian produce categories; including Australian Bananas, Aussie Apples and Australian Avocados.
Brett Fifield, CEO at Hort Innovation said, “We were hugely impressed with the strategic thinking that went into Thinkerbell’s pitch process. We can’t wait to kick-start the partnership and are confident that the work we will deliver will champion the Australian horticulture sector and bring benefit to our growers.”
Phillippa Netolicky, general manager at Thinkerbell North, said, “We look forward to leveraging all parts of the Thinkerbell business to implement our marketing sciences, evidence-based approach, across the Hort Innovation portfolio of Australian produce. Through our Measured Magic proposition - which uniquely combines marketing science with hardcore creativity - we’re excited to create culturally relevant and behaviour changing work, to drive real business outcomes and support Aussie growers.”
To kick-off the partnership, Thinkerbell helped develop a quick earned-led campaign after a man was spotted eating an avocado with a spoon at the AFL. Thinkerbell created a nation-wide search asking Australia Av you seen this man? It didn’t take long to track down the Avo King aka Joe Rumoro, from Victoria, and create a cultural sensation of eating half an avo with a spoon.
