Unlikely Connections: What Avocados and In-Store Audio Taught Us About the Power of Perfect Timing

Let’s talk avocados.

Not the trend. Not the toast. Just the humble produce aisle, where one grocer discovered that how and when you speak to shoppers can matter just as much as what you say.

This story isn’t about going viral. It’s about showing up at the right moment, in the right way, with a message that actually moves people. And in this case, that moment was… right next to the bananas.

Heard It. Bought It.

A grocery retailer came to us with a challenge: they wanted to boost fresh produce sales, but traditional media wasn’t getting the job done. Most buying decisions were happening in-store, yet their media strategy stopped at the parking lot.

So we tried something new: in-store audio.

We partnered with their retail media network to deliver short, snackable audio spots, 15-second reminders highlighting freshness, seasonal promos, and easy weeknight recipes. Not generic ads. Just quick nudges delivered at the exact right time: when customers were already in motion, walking past the produce section, shopping list in hand.

And these weren’t spray-and-pray messages. We used loyalty card data to understand buying patterns, then layered in dayparting strategies based on foot traffic and store restock schedules. The messaging rotated throughout the day, matching the moment; mornings featured breakfast ingredients, evenings leaned into dinner prep, and weekends pushed seasonal favorites (yes, including avocados).

The result? We didn’t just make noise.
We moved product.

What Changed

• We timed messaging to match store flow, restocks, and real-world behavior.
• We used data signals to inform creative strategy, not just media buys.
• And we proved that a grocery store speaker system could become a real performance channel.

Customers responded in real time, grabbing the featured items, adding last-minute avocados to their cart, and engaging with products they might have otherwise walked past.

Even better, the campaign was easy to scale. Once the playbook was in place, the client could rotate messaging based on seasonality, store layout, and evolving consumer habits,  all without changing channels or spending big on new tech.

The Bigger Lesson

We’re used to thinking of media as something that happens on a screen. But in this case, the most powerful ad wasn’t digital — it was playing over the store’s PA system.

That’s the magic of Unlikely Connections. The weird-but-true overlaps between behavior, media, and outcomes that shift the way brands show up.

Because sometimes, breakthrough results don’t come from inventing a new channel.
They come from reimagining the ones you already have.

Sometimes, all it takes is a whisper near the avocados.

Curious where your next conversion moment might be hiding

Let’s find your next unlikely connection. Get in touch →