The Irvine-based California Avocado Commission has come up with a new advertising campaign to call attention to California avocados this season and help move more of them, said Jan DeLyser, vice president of marketing.
In an effort to continue to differentiate California avocados, the commission’s advertising campaign reminds people that the best of California is inside every avocado — literally — since it’s in the name: avo-CA-dos, she said.
The theme of the campaign is the line “The best avocados have California in them,” DeLyser said.
“Variations of the new ads fill in the blank in an expanded phrase, ‘The best avocados have California (fill in the blank) in them,’” she said.
“The words that fill in the blanks are ‘freshness,’ ‘summer,’ ‘dreams,’ ‘sunshine,’ ‘love,’ ‘vibes,’ ‘coasts’ and ‘Zen’ and are featured with custom-illustrated artwork.”
In addition to partnering with illustrators, the commission teamed up with Vans, the popular shoe and clothing retailer, on the “vibes” execution, making the iconic checkerboard slip-on shoe a key element of the California avocado vibes artwork, she said.
The new consumer ad campaign begins in March with a combination of traditional and digital media in the West with a focus on California.
Traditional advertising is complemented by digital customized content in season.
The commission’s ongoing social media outreach and e-mail newsletter support advertising year-round to maintain a loyal consumer following, she said.
In 2020, the commission’s public relations activities are again designed to encourage consumers to purchase California avocados in-season, using events as well as programs with some of the West’s top tier chefs and influential bloggers.
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