IRVINE, CA - California avocado season is always worth celebrating, and this spring, the California Avocado Commission (CAC) is making sure retailers and shoppers alike have cause to join in by debuting its What’s Inside a California Avocado marketing program.
“This campaign is about confidently leaning into what makes California avocados different and special compared to other origins,” said Vice President of Marketing Terry Splane. “The Commission seeks to elevate California avocado demand by reminding shoppers they are locally grown and sustainably farmed and create some FOMO by emphasizing they are only available for a limited time.”
According to a press release, the What’s Inside a California Avocado advertising and social media campaign spotlights the California difference by going straight to the groves, showcasing growers’ deep roots, and focusing on communication of locally grown and sustainably farmed.
The ads were filmed in beautiful California avocado groves in San Diego and Ventura counties and feature two multi-generational families of California avocado growers, the Serratos and the Lambs.
The media will stream through summer and strategically target avocado shopper audiences, driving consumers to the retail stores that carry them. Media placements include video, audio, and custom digital partnerships.
“As of the end of March, only about 7 percent of this year’s California avocado crop has been harvested, but in April it is expected to increase significantly,” added Splane. “The sunny weather we’ve had lately in the California avocado growing regions is very welcome after so much rain and should help the fruit size up.”
As the association noted, peak availability of California avocados is expected to occur from April into July, with smaller volumes in summer. Not a bad thing to remind your shoppers!
For more information on the program, click here.
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