California Avocado Commission Launches a Distinctly Californian Campaign
- by Melissa De Leon Chavez
IRVINE, CA - The California Avocado Commission (CAC) has unveiled its new Distinctly Californian consumer advertising campaign, linking classic California menu items with California Avocados. This new multimedia campaign focuses on Western states with national print advertising in epicurean publications.
Jan DeLyser, Vice President of Marketing for CAC, said, “Think about how many times you’ve seen a California Omelet on a menu, or a California Caesar Salad, or even the ubiquitous California Roll. What do those dishes have in common? Avocados. The Distinctly Californian campaign cements the bond between California dishes and California avocados.”
Advertising timing for California avocados varies by market, with the heaviest ad weight from May through July. Print, digital, and outdoor ads feature such classic dishes as a California Club Sandwich, California Roll, and a California Burger, noting that without authentic California avocados, the dish just wouldn’t be the same. In California, the outdoor ads also emphasize locally grown. Attention-getting local media vehicles are in the mix, according to a press release, including bus shelters near supermarkets, Bay Area Rapid Transit (BART) ads, wallscapes and even a wrapped trolley in San Diego. CAC also uses geo-local ads informing consumers where they can find California avocados.
CAC’s online and social media activities complement the Distinctly Californian campaign with messaging highlighting recipes and recipe builds (visuals) suggesting how to “California-fy” the dishes with California avocados. The commission regularly updates its recipes and tips in response to strong demand to consumers. CAC also promotes Memorial Day and summer recipes through Facebook and other online ads.
“California is the only commercial source for domestically grown Hass Avocados, which makes California avocados the perfect choice for patriotic promotions such as Memorial Day and 4th of July,” said DeLyser.
Memorial Day is the first of traditional “American Summer Holidays” and CAC is supporting the event with retail promotions. The industry estimate for avocado consumption around Memorial Day is nearly 102 million pounds, surpassing Cinco do Mayo and making it the third-largest avocado consumption event of 2015. Customer-specific promotions such as sales and display contests, demos, display bins, point-of-sale material (POS) and in-store activity provide targeted California avocado support. An American Summer Holidays recipe booklet featuring 12 California avocado recipes perfect for barbecues and summer entertaining complements displays of California avocados.