IRVINE, CA - Here in California where the AndNowUKnow team resides, spring has kicked off in full force, and so has California avocado season. As a result of heavy winter rains and early spring showers, an estimated 257 million pounds of California avocados are projected for the season, and to bolster the success of the fruit, the California Avocado Commission (CAC) has announced an in-depth marketing strategy to offer buy-side support.
“California avocado marketing support this season takes all the best from last year’s campaign and strengthens it with new tactics,” said Terry Splane, Vice President of Marketing. “Retailers who merchandise California avocados are enthusiastic about the Commission supporting customized direct-to-consumer promotions designed to boost retailer business.”
To boost fruit sales, the commission is continuing its successful advertising campaign, the best avocados have California in them, according to a release. CAC’s consumer media program will be targeted at avocado shoppers in California and the West who are willing to pay more for premium brands, as well as avocado “super users.” Media plans focus on the best-performing channels and streaming services from 2022 in addition to social media and search advertising.
This year, CAC is putting even more emphasis on these direct-to-retail promotions that support in-store merchandising, demos, social and digital consumer communications, and more. The 2023 season’s consumer media began this month and will continue through July, at least.
To read more about CAC’s marketing strategy, click here.
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