“Winter is coming?”
Before the popular HBO series started its eighth and final season in mid-April, the avocado commission was playing up an “Avocados or Dragon Eggs?” meme on social media.
The posts had the highest level of engagement the commission has seen on social media, with more than 350,000 impressions and 36,000 likes, 3,000 shares/saves and more than 800 comments.
The “Game of Thrones” theme helped usher in the commission’s new promotion and advertising campaign. It’s an example of the “quick-response creativity on social media” the commission plans to use to leverage popular topics among targeted consumers, according to a news release.
“CAC’s topical, themed social posts are examples of the opportunistic, fleet-of-foot marketing that keep California avocados top-of-mind with our targeted consumers,” Jan DeLyser, the commission’s vice president of marketing, said in the release.
Registered dietitian nutritionist Liz Shaw is spreading the word about the start of the season and health aspects of the fruit, contributing “Cook Like a Californian” content. Retail dietitians are using some of Shaw’s recipes, boosting the scope of the program, according to the release.
“California avocado harvesting is going strong with one week’s volume this month reaching more than 11 million pounds, in time for the industry’s ramp up leading into Cinco de Mayo,” DeLyser said in the release.