California Avocado Commission Extends Campaign
IRVINE, CA - The California Avocado Commission (CAC) is locked and loaded with exclusive merchandising as the California avocado season gets underway. Its recently launched campaign, “The best avocados have California in them,” is now being expanded as CAC adds new creative designs. To back this launch, pre-season media kicked off in winter with a series of video ads released on the commission’s YouTube channel. In-season media also launched in March and will continue through summer to support the peak availability of this season’s California avocado crop.
“This year the commission partnered with 10 artists who brought to life the CA in avo-CA-dos with artwork designed to amplify the connection between California and avocados in a way that is unforgettable,” said Jan DeLyser, Vice President of Marketing.
Some of the additions include a beach-themed ad, which notes, “The best avocados have California sights in them,” and a California roll sushi-themed ad says, “The best avocados have California taste in them.”
The commission also teamed up with top streaming partners Hulu, POPSUGAR, and Viant to deliver campaign video ads. To reach premium culinary audiences, the commission established new programs this year with the Food Network and Tremor Video, as stated in a press release. CAC’s consumer media program reaches targeted avocado shoppers in Arizona, California, Colorado, Nevada, Oregon, Utah, and Washington.
“Our video ad program includes ‘Where To Buy’ banner overlays that drive consumers to the closest retail location carrying fresh California avocados,” said DeLyser. “These digital ads and customized marketing programs for retailers have been received very well by CAC’s retail partners.”
The commission will also engage with avocado shoppers as they listen to their favorite music on Pandora and Spotify. Out-of-home advertising in four major California markets—Los Angeles, Orange County, San Diego, and San Francisco—provides extra support in the areas closest to where California avocados are grown.
Social and digital marketing via Facebook, Instagram, Pinterest, and Twitter continues to be a key part of commission marketing support, as does its online merchandise store.
“We’re excited that the California avocado harvest and CAC’s seasonal advertising support has begun,” said DeLyser. “Harvesting is expected to continue past Labor Day, with peak availability of premium California avocados beginning in time for Cinco de Mayo and Mother’s Day.”
So, will your produce department have avo-CA-dos in it this summer?