IRVINE, CA - Social media has become the go-to place to connect with our friends in the era of social distancing. More than that, it has become the place we go to find out about the exciting new products that could soon be hitting grocery store shelves. The California Avocado Commission is preparing for a robust season, as reflected by its forecast for fiscal year 2020-21, and is ensuring avocado category success with shoppers through an innovative social media campaign.
“We are anticipating an excellent season in 2021, with promotable volume and a full complement of creative California avocado marketing support starting in the spring,” said Vice President of Marketing Jan DeLyser.
In support of this large harvest, the Commission will continue its “the best avocados have California in them” campaign, according to a press release, which targets avocado-lovers in California and the West. The media campaign will launch in March, featuring audio and out-of-home advertising, alongside digital programming via popular digital television platforms such as Hulu and YouTube. Other brand advocates like registered dietitians, chefs, and bloggers will also further the outreach through their own social media and websites.
In addition to the social media campaign, the Commission is hosting a season opener activity, during which its new partner, local California chef and restaurateur Brian Malarkey, will host an online cooking class for influential media, dietitians, and other California avocado brand advocates. These interactive cooking classes will feature two delicious recipes that utilize California avocados, urging consumers to take advantage of the fruit’s seasonal availability.
“We are looking forward to getting going with this season’s California avocado marketing support,” said DeLyser. “Some growers have begun harvesting because of favorable market conditions, so we will see volume build in March and April.”
California avocado peak season will take place during a 15-week period starting in late April through August, with available volume before and after this peak period. The California Avocado Commission has forecasted a harvest of 292 million pounds, an eight percent decrease from its pre-season crop estimate brought on by fall and winter events.
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