With California avocado volume rising seasonally, the Irvine, Calif.-based California Avocado Commission is releasing fresh advertising to support the crop.
The commission will continue its “Made of California” marketing campaign with new creative and customized marketing plans, according to a news release.
“CAC’s advertising is focused to reach avocado consumers and customized for retailers who merchandise California avocados,” Jan DeLyser, commission vice president of marketing, said in the release. “The messaging is designed to increase the value and preference for, and loyalty to California avocados in season.”
Both print and outdoor ads have a fresh look with illustrations specific to the market they will appear, according to the release, showing the proximity of fresh California avocados to consumers in the state. In California, the ads emphasize that avocados come from close to home. In other markets, the commission’s ads promote “A Taste of California.”
The media plan for the commission keys on prime markets for California avocados and targets “super users” of the fruit who drive category sales, according to the release.
“This year’s campaign has multiple firsts: the first retail produce activation with Tasty branding on California avocado display bins, a custom California mixtape on Pandora and branded playlist on Spotify as well as sponsorship of premium events such as Disney California Adventure’s Food and Wine Festival,” DeLyser said in the release.
California Avocado Month is set for June, and other summer holiday promotions will run from Memorial Day through Labor Day, according to the release.
The commission also works with chefs, bloggers, and dietitians to promote California avocados.
