The California Avocado Commission's Distinctly California Campaign Highlights Summer Sandwiches
IRVINE, CA - The California Avocado Commission (CAC) is taking a new approach to its Distinctly Californian campaign this year in order to increase avocado consumption on sandwiches.
Throughout the summer, CAC will feature 30 days of sandwiches on its blog, The Scoop, as part of California Avocado Month (June). Each day, CAC will post a new California sandwich featuring California avocados, developed by chefs, dietitians, bloggers, or even California avocado growers. The program will encompass consumer advertising, social media, retail, and foodservice activity, public relations, and influencer outreach, according to a press release.
CAC has developed a recipe booklet for retailers that feature 16 California avocado sandwiches. Nearly 25,000 booklets have been distributed to retailers for use on California avocado displays and for in-store activity.
“The Distinctly Californian consumer advertising campaign links classic California menu items with California avocados, and ‘California’ sandwiches are a big part of that,” said Jan DeLyser, Vice President of Marketing. “Whether it’s a California Club, the California Tuna Salad or a California Veggie Wrap the ingredient that makes them a ‘California’ sandwich is California avocados.”
CAC also has much more in store to keep consumer excitement for avocados going all year long.
California avocado foodservice sandwich and burger promotions in this year include Del Taco, Denny’s, Habit Burger, Johnny Rockets, and Togo’s.
CAC also sponsored activity by the Produce for Better Health Foundation. The organization developed a produce-rich recipe, the California Avocado Super Summer Wrap, which it promoted via email and social media.
Chef Trey Foshee of George’s at the Cove in San Diego also helped to develop two sandwiches featuring California avocados front-and-center. The chef’s Achiote Grilled Fish Sandwich with California Avocado and Roasted Pineapple-Jalapeño Spread is inspired by San Diego’s popular fish tacos, while the Chipotle, Lettuce, Tomato, and California Avocado Sandwich is a vegetarian alternative to a California BLT sandwich, using California avocado and smoky chipotle spread in place of bacon.
Megan Roosevelt, the Hungry Grocery Girl, also published a CAC-sponsored YouTube video highlighting California avocados and including three recipes she developed for CAC, including a California Avocado Chickpea Spread.
Keep an eye out for more California avocado promotions this summer from CAC.