IRVINE, CA - Summer retail promotions are synonymous with avocados. To keep this momentum going, California Avocado Commission (CAC) has announced that customized programs are underway with retailers and foodservice operators, and more promotions are planned throughout the summer.
“Demand for California avocados has stayed strong throughout spring and into summer,” said Vice President of Marketing Jan DeLyser. “Understandably, promotions needed to take a back seat to basic supply logistics during the early months of the pandemic, but leading into summer, customer readiness and enthusiasm for program participation has been very encouraging.”
This summer, according to a press release, promotions include: digital advertising, feature ads and ad circulars, e-flyers, banner ads, savings rewards and booklets, in-store demos, social media programs, incentives for online shopping, videos including custom-produced recipe videos, retail dietitian programs, recipe promotions, inclusion in produce cross-marketing programs, and participation in a retailer TV segment.
Unbelievably though, CAC has even more tactics up its sleeve. Sales contests and display contests will soon resume, supported by display bins, in-store signage, stanchions, and chalkboard signs. For some, including a profile of a California avocado grower in an ad or in-store material helps communicate locally grown produce—which often wins over consumers.
For foodservice, CAC's promotions focus on operators with take-out and delivery service. Del Taco recently highlighted California avocado season and fresh California avocados by showcasing guacamole and fresh slices of the fruit with many of the dishes on its menu. In addition, the chain placed added emphasis on its Epic Grilled Chicken Fresh Avocado Burrito. (Who doesn't want a bite of that?)
To keep up to speed on what CAC and other California avocado growers are up to, keep reading AndNowUKnow.
