California Avocado Commission Uses Social Media to Raise Awareness for Upcoming Season; Jan DeLyser Discusses
IRVINE, CA - TikTok has taken the social media landscape by storm, and the California Avocado Commission (CAC) is riding the wave in order to build category awareness. In anticipation for the upcoming California Avocado season, the commission is taking to the social platform to share its messaging, increase brand recognition, and complement its retail and foodservice custom marketing support.
“Social media is a vital part of the Commission’s marketing plan,” said Jan DeLyser, Vice President of Marketing. “It’s an effective way to reach targeted consumers on the various platforms they prefer, emerging the brand in cultural moments and building demand and loyalty.”
Since the beginning of CAC’s 2021–22 fiscal year, its social media content has earned more than 13.5 million impressions, a release explained. Partnership content created in partnership with CAC and shared by other popular TikTok influencers has yielded an additional 14.7 million potential impressions.
CAC originally launched its TikTok channel in April 2022 in order to engage with a younger consumer base. Looking to stand out from other content, the commission created a tongue-in-cheek Avo-Zen video and two additional videos, and to date, CAC’s TikTok posts have garnered 6,800 views.
Additionally, the Commission’s established social media channels including Facebook, Instagram, Pinterest, and Twitter, feature content that keeps California avocados top of mind. While in season, shared posts and those promoted through paid media encourage shoppers to look for California avocados in-store and explore the Store Locator landing page to easily locate California avocados nearby.
“Encouraging consumers to find California avocados at our retail and foodservice partners’ locations is a key component [of] CAC’s social outreach,” added DeLyser. “By sharing relevant and engaging content, and then pointing directly to the places where California avocados can be purchased, we support our customers while building consumer brand loyalty.”
To read more about CAC’s social media strategy and success, click here.
As social media continues to serve as an effective marketing tool to reach younger demographics, how will the produce industry use these channels to its advantage? Stick with AndNowUKnow for answers.