California Avocado Commission 4th of July Marketing Builds Summer Avocado Consumption
- by Jessica Donnel
IRVINE, CA - The California Avocado Commission (CAC) has announced its plans for the 4th of July holiday, and on the menu? Avocados of course. With 117.6 million pounds of avocados to be consumed for the holiday, the celebration of American independence is expected to be the second largest avocado consumption event of 2015. To encourage demand leading up to and during the holiday the CAC plans to build on the American connection between the holiday and domestically grown avocados.
"In 2012 CAC set out to build a mid-summer avocado consumption event around 4th of July and we’re proud that it has become one of the top-two consumption events of the year for avocados," said Jan DeLyser, Vice President of Marketing for CAC.
CAC advertising, promotion, and public relations create usage awareness in connection with the American Summer Holidays. General market radio, print ads, billboards, and a new video showcasing California avocado grower Tom Pecht and his family will anchor the company’s advertising campaign during this period. According to a press release, CHOW.com also will feature California avocado summer entertaining and 4th of July recipes.
Chef Charlie Kleinman of San Francisco’s Wexler’s BBQ is serving as CAC’s media spokesperson for the 4th, and has developed two new recipes: a Pulled Pork Sandwich with California Avocado Slaw and Cornmeal Crusted Fried California Avocado and Bacon Salad with Molasses Vinaigrette. CAC will promote Kleinman’s recipes via a press release and media outreach.
CAC’s website, CaliforniaAvocado.com will be including a 4th of July landing page, as well as offer consumers a chance to win prizes by participating in its All American recipe contest. Social media activity and advertising will promote California avocado recipe ideas and tips for the holiday. The Commission’s blogger ambassadors are creating American Summer Holidays-themed posts and will pin to CAC’s American Summer Holidays Pinterest board.
An example of CAC’s customer-specific marketing is its support of Albertsons/Vons/Pavilions Southern California in-store signage program. California avocado grower Chuck Bandy, who will be one of many local growers featured in the in-store signage as well as the weekly mailer, shared his story at a local Albertsons store for a recent CAC event. Its California-grown POS program is a natural fit with California avocado communication and shopper interest in locally grown produce.