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California Avocado Commission Crafts 'The Best' Summer Campaign

Uses geo-targeted, cross-channel media to raise awareness
California Avocado Commission
Photograph courtesy of the California Avocado Commission

Summer is peak season for California avocados. To raise awareness for the seasonal fruit, the California Avocado Commission (CAC) has launched a comprehensive summer advertising and trade program. Marketing initiatives include “The best avocados have California in them” advertising campaign, consumer public relations activities and customized trade promotions. 

“July is part of peak California avocado season, with advertising and promotional support in full swing,” said Jan DeLyser, VP of marketing for the CAC, in a statement. “Ad campaign research results have been outstanding, and we are very pleased with retailer and foodservice programs this season so far.”

As part of its support program, the CAC crafted geo-targeted media pieces across a variety of channels, including audio, outdoor, digital video and display, search, custom content and social media posts. These will run in its targeted retail markets of Arizona, California, Colorado, Nevada, Oregon, Utah and Washington.

The chosen channels are useful in growing awareness of California avocado availability and communicating the California difference, the CAC said.

To dial up the local connection between California avocados and the California lifestyle during the peak of the season, the CAC is using outdoor advertising in California in June and July.

Outdoor media placements take place in four major California markets: Los Angeles, Orange County, San Diego and San Francisco. The high-traffic ads include freeway billboards, a custom lighted sign, wallscapes and a painted mural at the Venice beach boardwalk, all providing extra support in the areas closest to where California avocados are grown.

“Harvesting in the southern growing regions has been winding down while additional volume is coming from the north; the fruit is sizing well,” said DeLyser. “Our retail team is supporting the summer harvest with customized promotions, including in-store displays, sales contests and social media encouraging consumers to visit participating store locations.”

Other summer support activities include the announcement of the California avocado recipe contest winners. CAC and Modern Luxury are conducting media outreach publicizing the winning recipes, including grand-prize winner California Avocado & Shrimp Pizza and finalists Pan Fried Street Corn & California Avocado, a California Avocado Wellington dish, and Southwest Chicken & California. All recipes were evaluated based on several key elements, including overall taste, presentation and creativity.

In late June, the CAC hosted a Drive-In Movie Event featuring a screening of "Angels in the Outfield," a classic family film. The CAC shared California avocado recipes for movie night at the event as well as via a cadre of brand advocates who shared recipes and tips on their own popular social channels.

Created in 1978, the California Avocado Commission serves as the official information source for California avocados and the California avocado industry. California avocados are cultivated by nearly 3,000 growers in the Golden State.

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