IRVINE, CA - With the anticipation of hitting a record 120+ million pounds during the Fourth of July merchandising period, the California Avocado Commission has announced that it is bringing back its integrated marketing program.
“California avocado quality is outstanding, and now, leading up to and through the holiday, is a great time to merchandise them with point-of-sale (P.O.S.) materials calling out the Fourth of July and American Summer Holidays,” Jan DeLyser, CAC Vice President of Marketing, said in a press release.
The expected volume would be a two million pound boost over last year, and the commission is looking to launch a program featuring consumer and trade advertising, social media, public relations, and customized retailer support.
“California is the only commercial domestic source of Hass avocados, making California avocados the best choice for patriotic promotions,” added DeLyser. “From Memorial Day, to the Fourth of July, to Labor Day California avocados are a natural fit.”
The commission added a plan to incorporate targeted digital advertising to call attention to more than a dozen summertime party recipes involving avocados, as well as supporting the Independence Day promotional period with a post on its blog The Scoop.
CAC’s public relations consumer outreach portfolio includes blogger campaigns and summer entertaining recipes by Chef Trey Foshee of Georges at the Cove, San Diego, and Chef Pink of Bacon and Brine, Solvang.
Retailers merchandising California avocados can find customized support from the commission like feature ads, displays themed to the Fourth of July and American Summer Holidays, and P.O.S. materials. Those materials can be ordered from the CAC website here.
