Television advertising in its home state is part of the California Avocado Commission’s effort to promote consumption for the summer holidays.

“With an industry forecast of 81.4 million pounds of avocados for the Fourth of July, that holiday alone has the potential to become the number one event of the year for avocado consumption,” Jan DeLyser, vice president of marketing for the Irvine-based commission, said in a news release.

Efforts on various platforms are expected to continue through Labor Day.

Ads will appear on California television throughout the day, including prime time. The commission aims at reaching 80% of its target market at least five times, according to the release.

Radio commercials and point-of-sale banners in retail bread aisles are planned for western markets; ads will also target food and lifestyle magazines.

Online, the California Avocado Commission offers two seasonal sites, one for July Fourth and one for all summer holidays. Recipes and grower highlights are included. The commission’s Facebook page has a recipe contest.

The July Fourth ads revolve around an outdoor barbecue theme.

The commission’s firecracker guacamole recipe features a cross-promotion with Dulcinea PureHeart mini watermelons. Ladera Ranch, Calif.-based Dulcinea will put the recipe on retail displays nationwide.

Another cross-promotion is with King’s Hawaiian sweet dinner rolls on the commission’s California aloha sliders recipe. It’s expected to appear on 4 million packages of the rolls.