California Avocado Commission Summer Marketing Support; Jan DeLyser Comments
IRVINE, CA - The warm weather these days here in California practically begs for some fresh avocados to adorn crisp and refreshing dishes to drive the heat away. As it so happens, peak availability of California avocados continues in July, and the California Avocado Commission’s summer advertising and trade program is running at full steam. The California Avocado Commission (CAC) is helping bring those sweet summer sales with key marketing support, which includes its The best avocados have California in them advertising campaign.
“July is part of peak California avocado season, with advertising and promotional support in full swing,” said Jan DeLyser, Vice President of Marketing for CAC. “Ad campaign research results have been outstanding, and we are very pleased with retailer and foodservice programs this season so far.”
CAC’s The best avocados have California in them advertising campaign helps increase brand linkage and awareness that the fruit is in season. In addition, consumer public relations activities and customized trade promotions work hand-in-hand with the advertising messaging. Crafted geo-targeted media pieces will run in tandem across a variety of channels including audio, outdoor, digital video and display, search, custom content, and social media posts. According to the commission’s release, the media advertisement will run in targeted retail markets within Arizona, California, Colorado, Nevada, Oregon, Utah, and Washington.
To really bring the California freshness message to in-state consumers, outdoor media placements will 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 unique 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.”
Building off of the commission’s California Avocado Month in June, 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 the grand prize winner, California Avocado & Shrimp Pizza. Finalists included Pan Fried Street Corn & California Avocado, a California Avocado Wellington dish, and Southwest Chicken & California Avocado Tartines. All recipes were evaluated based on several key elements, including overall taste, presentation, and creativity.
In addition, CAC shared avocado recipes during its Drive-In Movie Event featuring a screening of Angels in the Outfield and through brand advocates on their own popular social channels.
Stay tuned for more marketing and advertising opportunities this summer as ANUK reports on all things fresh produce.