A new blog called “The Scoop” and the new 5-Star Performance Program for retailers are on tap this season as the Irvine-based California Avocado Commission continues its integrated marketing program.
“We’ve got consumer advertising, consumer public relations, consumer online and social media,” said Jan DeLyser, vice president of marketing.
One of the commission’s latest efforts is a blog called The Scoop, which was launched in March.
“It’s a way to continue our connection with consumers and avocado lovers and be involved with them,” DeLyser said.
The Scoop includes recipes, feature material, use ideas, nutrition facts and information about where and how avocados are grown.
“All of our different programs will be represented,” DeLyser said. “Anything we’ve got going on, we’ll have referenced there.”
The site — californiaavocado.com/blog — also also is planned to allow for consumer interaction.
The commission will continue with its core market advertising in Los Angeles, San Diego, San Francisco and Sacramento, Calif.
“We’ll also have promotions in Portland (Ore.), Seattle, Denver, Phoenix and Salt Lake City,” she said.
The markets are ones the commission has worked with through the years, with some, such as Salt Lake City and Denver, added fairly recently.
In addition, there will be target account opportunities for retailers and foodservice operators who want to promote California avocados in other areas where consumers reside who “have an affinity for California avocados.”
For example, some specific key-account promotions are scheduled for Texas.
The commission plans to do online advertising in various bulletins, sponsor “America’s Test Kitchen” on public television again, run print advertising in some of the epicurean magazines and buy general market radio, outdoor billboards, Bay Area Rapid Transit advertising and in-store radio in target markets.
The commission plans to continue to work closely with registered dietitians affiliated with supermarkets and provide them with information to use in their consumer communications.
“We find it to be really effective to have them connecting with their shoppers and consumers and incorporating our information into their materials,” DeLyser said.
New this year is the 5-Star Performance Program that allows retailers to earn points for their efforts in the promotion of California avocados.
It includes five areas: in-store support, feature advertising, display, digital media and creative promotions.
Commission representatives are providing retailers with entry materials, which also will be available on the commission’s website.
California Avocado Month
A variety of activities are planned for June, which the commission has designated as California Avocado Month.
“We’ll be working with one of our artisan chefs on a special event in Portland,” DeLyser said.
And all of the chefs who work with the commission will do menu items and features throughout June to promote creative uses for California avocados, she said.
Finally, a TV commercial was being considered for broadcast in time for the Fourth of July that would position avocados as the “go-to food” at Fourth of July picnics and gatherings, DeLyser said.