The Irvine-based California Avocado Commission has launched its consumer advertising program for the 2025 season. The campaign is an evolution of last year’s advertising creative that showcased California avocado groves and growers’ care in producing the fruit, according to a news release.
Featuring photos of California avocado-centric dishes and imagery of consumers enjoying the fruit, the new ads spotlight the consumer side of the story, says CAC. The new ads reference key attributes of the fruit, such as locally grown, sustainably farmed and ethically sourced, and include calls-to-action for consumers to take advantage of the season when California avocados are available.
“CAC conducted research with our target audiences and confirmed that communicating key messaging about California avocados being locally grown, sustainably farmed and ethically sourced is very well received and purchase-motivating,” said Terry Splane, commission vice president of marketing. “Combining those benefits with inspirational meal ideas makes these new ads especially appealing.”
CAC says it will reach its target California avocado consumer audience through a variety of media that aligns with where and when they consume media. These include a combination of streaming/connected TV, audio advertising with visual ad elements. For the Los Angeles market, CAC is adding an overlay of broadcast television.
Rounding out traditional media placements, outdoor advertising is running via electric car charging stations that are strategically placed near retailers merchandising California avocados, the release said.
Additionally, CAC says custom content partnerships with Tastemade and The Kitchn will garner at least 16 million impressions. Overall, the California avocado media plan is expected to deliver nearly 165 million impressions.
Highly targeted consumer advertising via retailer partnerships augments CAC’s media plan both in the commission’s core markets and in other areas where the fruit is distributed, the release said.
“Through the end of March, the California avocado crop is only about 15% harvested,” said Splane. “We’re excited for commission marketing to support the current forecast of April through about Labor Day weekend with promotable volume of at least 10 million pounds per week.”
Peak availability of California avocados is expected to occur in spring through summer, with many weeks expected to reach considerably higher than 10 million pounds. CAC says the 2025 California avocado harvest estimate remains in the range of 375 million pounds.
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