IRVINE, CA – This February, the winter games captured the imagination of sports fans and spectators worldwide, and the California Avocado Commission’s (CAC) latest campaign rode that wave of enthusiasm—celebrating the nutritious properties of the much-loved fruit and piggybacking on the social engagement the games generate as we head into avocado season.
“The Opening Ceremony is the most tweeted-about moment of the winter games, and we wanted to ensure that California avocados were a part of that conversation,” said Jan DeLyser, Vice President Marketing, in a press release. “With nearly 50,000 video views and 200,000 social impressions in just the first few days, CAC’s program was effective and very efficient.”
The CAC’s campaign kicked off just days before the games’ opening ceremony and centered on the official start of the winter games. The CAC shared tweets highlighting California avocado guacamole recipes featuring ingredients specific to each participating country as its representatives entered the arena during the opening ceremony’s prime-time televised broadcast.
To increase consumer engagement, the CAC tagged each respective country’s Olympic committee using the #OpeningCeremony hashtag and the Commission’s own #OpeningSharemony hashtag. The CAC also shared and promoted teaser videos on Facebook, Twitter, and Instagram to spark excitement.
The campaign continued through the close of the games on February 25th and also featured communications by award-winning sports nutritionist, best-selling author, and registered dietitian Mitzi Dulan—who created several post-exercise recovery recipes and tips featuring California avocados, including a California Avocado Pineapple Recovery Smoothie. Dulan shared usage ideas via CAC’s social channels and blog throughout the games—noting how avocados can act as a “nutrient booster” and help increase the absorption of fat-soluble nutrients like vitamins A, D, K, and E.
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