The California Avocado Commission, Irvine, has a new advertising campaign, transforming the letters “C” and “A” in avocados to iconic representation of what the state has to offer.
For example, the letters are transformed into pools, a pizza slice and healthy snack bowl, a skateboard ramp and a pair of Van’s shoes, all with the tagline “The best avocados have California in them.”
“We’re making certain our targeted consumers can’t un-see California when they look at the word avocados,” Jan DeLyser, the commission’s vice president of marketing, said in a news release.
Variations of the ads feature “The best avocados have California (freshness, summer, dreams, sunshine, love, vibes, coasts and Zen) in them.”
Like past campaigns, the ads are designed to encourage consumption when the California avocados are in season, according to the news release.
Other parts of the campaign include programs with chefs and bloggers, who are contributing to the commission’s The Scoop blog and their own channels.
The commission was a sponsor at the James Beard Foundation’s Taste America tour stop in San Francisco, which had several events featuring dishes made with California avocados.
The campaign begins in March with a combination of traditional and digital media in the west, with a focuson California.
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