California Avocado Commission Partners with dineL.A.
- by Eva Roethler
IRVINE, CA– Always on the hunt for new menu innovations, the California Avocado Commission (CAC) took the opportunity to partner with dineL.A. to put on an epic event geared at connecting with the premium, foodie audience and influencers in the Los Angeles market. As one of the largest markets for California avocados, the commission sponsored summer-long promotions showcasing California avocados at some of the best restaurants around the city from mid-June through July.
“The county-wide dineL.A. program reached our targeted consumer during the heart of California avocado season,” said Jan DeLyser, CAC Vice President Marketing, according to a press release. “By sponsoring the event, the Commission promoted the local availability of California avocados and showcased many creative ways to enjoy them.”
The dineL.A. Summer Restaurant Week took place in more than 300 restaurants throughout Los Angeles county, offering specially priced lunch and dinner menus. Semi-annual dineL.A. events, similar to restaurant weeks across the country, allowing attendees to try a wide variety of culinary specialties at some of the best eateries in the city. To kick off the program, dineLA held two media and influencer preview dinner events showcasing California avocados and the chef ambassador menus. Coverage of the event as well as California avocados has been widespread.
California avocado branding was featured on the dineL.A. homepage for four weeks. Additionally, seven restaurants/chef ambassadors showcased California avocados on their summer dineL.A. menus, generating a flurry of activity for the fruit, including:
- Their promotional menus prominently featured the California avocados brand logo.
- Three videos featuring California avocados and the chef ambassadors were promoted on the @discover and @dineLA social channels (Instagram, Facebook and Twitter) with a combined following of more than 2 million.
- The videos were promoted on a California avocado blog post on discoverlosangeles.com.
- Two dedicated eBlasts to nearly 200,000 dineL.A. subscribers highlighted the chef ambassadors and their California avocado dishes.
Participating restaurants included Akasha, Charcoal Venice, Erven, Fishing with Dynamite, Gracias Madre, Redbird, and The Bellwether. Chef Ted Hopson of The Bellwether also demonstrated one of his menu specials featuring smoky, grilled California avocados on a local news program.
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