California Avocado Commission Extends "The Best Avocados Have California in Them" Campaign; Jan DeLyser Discusses
IRVINE, CA - The California Avocado Commission (CAC) has continuously brought attention to California-grown avocados with its successful advertising campaign, the best avocados have California in them. Setting out to further grow the category, CAC is extending the campaign with unique visual and audio resources as well as consumer media to elevate California avocados in the produce department.
“Consumer research has shown that the campaign is very effective at building awareness for the California avocado season and maintaining brand preference among targeted consumers,” said Jan DeLyser, Vice President of Marketing.
This season’s consumer media began in March and continues through August. The featured ads for the season include eye-catching visuals that point to the “CA” in the middle of the word “avocados,” as well as audio and other ads that call out the play on words in their taglines, according to a press release. In addition, consumer media is targeted to avocado shoppers and “super-users” in California who are more likely to pay more for premium brands. Through a creative mix of advertising strategies, the California avocado media plan is forecasted to achieve more than 257 million impressions this season.
The customer-specific programs are set to run throughout the season, and social media and search advertising will continue year-round to maintain strong brand awareness and consumer engagement.
“The Commission plays a two-fold marketing role: helping secure distribution of California avocados with customers and then encouraging targeted consumers to go buy the fruit where it is available. This advertising support uses a range of media to reach and motivate those consumers,” added DeLyser.
Currently, the ads are being shown on video streaming via channels such as Hulu and YouTube and services such as Tremor video, as well as audio advertising on iHeartRadio, Spotify, and Pandora
AndNowUKnow will continue to report on the latest campaigns and sales-driving blueprints within the produce industry, so keep an eye out.