California Avocado Commission Launches Merchandise Shop
- by Chandler James
IRVINE, CA - I’m a sucker for targeted merchandising campaigns. Marketers know exactly how to entice consumers like myself, and I’m not ashamed to admit it. The California Avocado Commission (CAC) has effectively caught the attention of consumers with its latest venture, launching a California avocado merchandise shop to sell branded merchandise online. The shop is designed to satisfy consumers who have asked where to buy such items and to promote the California avocado brand via its aficionados. And take it from me, one glance at this snazzy merchandise will have avocado lovers shopping till they drop.
“The California Avocado Commission team has worn California avocado-branded apparel at festivals and events for years, and we always hear ‘where can I buy a shirt/hat/bag like that?’” said Vice President of Marketing Jan DeLyser. “Now fans will have a convenient online shop where they can purchase merchandise and show off their love of California avocados.”
Shoppers can find the merchandise at the CAC website and will be able to purchase directly from social media platforms like Facebook and Instagram. Some of the merchandise showcases art from CAC’s advertising campaign The best avocados have California in them. Other items for sale feature a variety of designs promoting the brand, such as a T-shirt with artwork of the California flag that use an avocado instead of the State’s bear, California avocado socks, and more. The shop includes other apparel as well as novelty items. Fresh avocados, however, are not among the goods for sale, though the green gold is only a grocery run away.
“The Commission is not in the business of selling avocados, not through traditional channels and not through the online store,” said DeLyser. “This program is all about dynamic and engaging marketing.”
Whether this merch will soon team up with retailers, especially those with fresh fanatics, remains for us to be curious for.
Marketing support for the California avocado merchandise shop begins today, September 14, and continues throughout the California avocado off-season, starting with public relations outreach and an email blast announcing the launch of the shop to nearly 200,000 California avocado newsletter subscribers. A social campaign highlighting the array of merchandise will be complemented by an influencer marketing program involving twenty social influencers, driving momentum and engagement for the shop. Additional support will continue throughout the year, according to a press release.
The 2020 California avocado season is winding down but there still is fruit available for late-season programs. Late summer California avocado marketing has included streaming video, digital advertising, content partner programs, social media programs, an outdoor billboard with graphics that changed from day to night, and a commuter train wrapped with graphics from CAC’s advertising campaign.
“More than 90 percent of this season’s California avocado crop has been harvested,” said DeLyser. “The remaining crop is being shipped mainly in California and may last through Halloween this year.”
Excuse me while I spend all my quarantine savings on avocado gear! For more of the freshest news in produce, stick with us at ANUK.