California Avocado Commission serving up full plate of activities - The Packer

California Avocado Commission serving up full plate of activities

03/14/2012 04:50:00 PM
Tom Burfield

• Consumer public relations, where artisan chefs around country will talk about avocado recipes and share ideas for outdoor eating occasions and American holidays;

• Nutrition communications focusing on recipes that will fit into a healthy-eating profile during the summer holidays;

• Social media and online communications featuring a micro site on the commission’s web page that will tie together all the promotional activities;

• Continuing sponsorship of public television’s “America’s Test Kitchen” program which reaches more than 1 million viewers;

• Advertising and possible editorial content in Eating Well, Fine Cooking, Sunset and Saveur magazines;

• In-store broadcasting and grocery cart signs to alert consumers that avocados are available in the produce department;

• Tie-ins on digital epicurean sites such as foodnetwork.com and allrecipes.com; and

• Trade advertising in foodservice and retail publications.

“A key part of our success is our ability to integrate across all media and platforms that reach our target customers,” DeLyser said.


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