CALIFORNIA - Hand in hand with its newest partner, the California Avocado Commission (CAC) is taking a fresh approach to consumer communications in the new year. After a comprehensive months-long search, the organization has selected Minneapolis-based Curious Plot as its new agency of record.
“With back-to-back years of smaller crops, it is necessary to adjust Commission marketing spending to work within the reality of available revenue,” said Terry Splane, Vice President of Marketing for CAC. “To do this, marketing investment needs to be very focused and efficient. There are significant efficiencies by combining the tasks of consumer advertising and consumer public relations into one agency and bringing some activities in-house.”
Beginning with 15 agency candidates, CAC’s search committee—which was comprised of the organization’s marketing team and Board Members, including former Board Chair Rob Grether, current Board Chair Jason Cole, and Board Treasurer Maureen Cottingham—narrowed the field until Curious Plot was selected.
Midway through the search, according to a release, CAC’s Board of Directors and management determined it was necessary to significantly reduce marketing investment and reallocate the marketing mix.
Curious Plot is now taking on that challenge and delivering against a new set of marketing objectives. The agency has a unique business model focusing on clients in the food and agriculture space. They have significant experience working with commodity boards and commissions, including the Mushroom Council, National Watermelon Promotion Board, and Potatoes USA.
“We at Curious Plot are beyond thrilled to be selected as the California Avocado Commission’s agency of record. California Avocados is a premium brand we’ve long admired, and we grew more impressed with the Commission and its talented team during every phase of the agency review process,” said Laurie Fleck, Chief Executive Officer of Curious Plot. “We are eager to work alongside this passionate and dedicated team in partnership with the greater California avocado industry to drive marketplace preference for California avocados.”
In partnership with Curious Plot this season, CAC will launch a new advertising campaign to help maintain consumer preference for California avocados among the target market and encourage avocado shoppers to be willing to pay more for the fruit.
To see how this partnership evolves, keep reading AndNowUKnow.
