IRVINE, CA - With the fourth anniversary of California Avocado Month occurring this past June, the California Avocado Commission (CAC) went full force with consumer advertising, public relations, and social media programs to get the celebration going. CAC brought together an array of chefs, registered dietitian nutritionists (RDNs), bloggers, and other influencers to support the month-long festivities.
“June 2016 was the fourth anniversary of California Avocado Month, which is timed for peak California crop availability,” shared Jan DeLyser, CAC’s Vice President of Marketing. “Our marketing activities throughout the month were designed to communicate California avocado seasonality as well as to encourage consumer demand.”
In a content sponsorship with popular “foodie” website Food 52, CAC was able to reach more than 15 million impressions with a stream of California avocado recipes, nutrition information, and photos throughout the entire month of June. Along with a popular consumer recipe contest supporting California Avocado Month, the campaign launched with a video highlighting “5 Ways to Eat Avocados all Day,” that has received more than 65,000 views on Instagram. You can watch the video itself below:
Also joining the CAC Avocado Month Coalition is renowned Chef Jessica Koslow of Sqirl, a Los Angeles-based restaurant known for locally grown and seasonal ingredients. Her new recipes, Crispy Potatoes with California Avocado Aioli and the Famous Damus Breakfast Sandwich, were featured by CAC in a national press release and on CaliforniaAvocado.com.
CAC also garnered the support of Valley Center California avocado growers Mike Sanders and Chris Ambuul, who hosted a “Dinner en Green” in their Rancho Santo Tomas avocado grove. Leading San Diego-based bloggers and RDNs on a tour of the grove, and providing a meal created by Chef Trey Foshee of George’s at the Cove and Galaxy Taco, the growers featured California avocados in every course. The event also saw RDN Katie Ferraro contributing a post on CAC’s The Scoop blog, highlighting the care local avocado growers take with the crop and showcasing the fruit’s versatility.
“We are pleased with the integration across all of our marketing programs resulting in a successful California Avocado Month promotional period,” said DeLyser.
California avocado versatility was a main point of communication for CAC, who highlighted a dairy-free and gluten-free Avocado Mint Chip Ice Cream Sandwich created by Media RDN Trish O’Keefe on her blog, Dish by Trish. Chef Koslow also featured her recipe for California Avocado Cardamom Ice Cream in the press release, and made it available throughout the month at all three California Salt & Straw ice creamery locations.
According to a press release, the Commission spoke directly to fans of California Avocado Month via email, social media, and bloggers using the hashtag #CAAvocadoMonth. A few blogger highlights include the following:
- Avocado Caprese Pasta Salad by I Wash You Dry
- Avocado Beet and Carrot Salad Wraps by A Southern Fairytale
- Cauliflower Rice Bowl with Chili Lime Chicken and California Avocado by Dine and Dish
Congrats on a successful California Avocado Month, CAC, and here’s to June 2017!
