California Avocado Commission Integrated Marketing Program for the 4th of July
California Avocado Commission (CAC) has an integrated marketing program designed to put California avocados front and center for 4th of July celebrations. The holiday is perfectly timed for the CAC to promote avocado consumption at the heart of the California avocado season, according to a press release. CAC will build on the success of last year’s program.
The program includes television advertising in California, general market radio, print and online advertising, public relations outreach, in-store retail support, new recipes, online and social media activities to say the least.
“Last year we set a goal for the 4th of July to become one of the top avocado consumption events of the year. We were blown away when the 4th of July consumption in 2012 skyrocketed to the top avocado consumption occasion. We thought it might take some time to get there,” said Jan DeLyser, vice president of marketing for CAC “but with growing consumer demand and availability of consistent quality fruit in season we have a winning combination. This year the industry is forecasting a whopping 96.4 million pounds of avocados for 4th of July consumption.”
CAC is encouraging consumers to “add a little green to your red, white and blue," featuring an all-American rendition of the Commission’s California Avocado Grower Campaign. The TV commercial in California markets evokes an all-American mood and features California avocados in traditional American dishes such as burgers, hot dogs and picnic salads. Print ads also showcase a recipe, Firecracker Guacamole, which is served in a hollowed-out mini watermelon.
In addition, recipes like the Guacamole Potato Salad, will encourage a higher produce ring with most of their ingredients coming from the produce department and is featured in CAC’s Have a Blast with California Avocados recipe booklet. Customizable point-of-sale materials supporting American summer holidays are also available. The recipe booklet features patriotic/fireworks-themed recipes such as California Avocado Red, White and Blueberry Salsa, one of many included in CAC's co-marketing promotion with Naturipe® Berries.
Third-party registered dietitians are promoting the nutritional benefits of California avocados for 4th of July and American summer holidays through media appearances, recipe development, social media promotion and blog posts. Liz Weiss, MS, RD, and Janice Newell Bissex, MS, RD, known as The Meal Makeover Moms, created a delicious beef and black bean hamburger and nutritious pasta salad recipe featuring California avocados.
California Avocado Commission
