Building a premium avocado brand to drive price premium, retail performance and international expansion

Overview

Delroy Orchards needed to shift from a supply-led model to a brand-led business capable of driving demand, improving retail performance and supporting international expansion. The challenge was to create a differentiated, premium brand that could command a price premium, resonate with consumers and perform consistently in-market.

The Opportunity

As the avocado category moved into oversupply, it became increasingly commoditised. Consumers struggled to differentiate between products, and price dominated purchasing decisions. Delroy Orchards knew their product was superior, but needed a way to clearly articulate that value and translate it into commercial advantage.

Our Approach

Reservoir Partners led the engagement end-to-end across strategy, brand and execution. We defined a premium positioning centred on provenance, quality and taste, created the Delcado brand identity and packaging system, developed a retail-first go-to-market strategy, and delivered an integrated campaign across TV, digital, retail and PR. We led media strategy and buying, ensuring alignment with commercial outcomes throughout.

The Outcome

Delcado demonstrates how clear positioning and disciplined execution can transform a commodity product into a premium growth platform. Strong alignment between brand, retail and supply, with consistent execution across all touchpoints, was the foundation of its success.