California Avocado Commission has full slate of summer promos
The California Avocado Commission, Irvine, has customized retail and foodservice promotions planned throughout the summer.
The commission has a consumer advertising campaign, and has also developed custom programs to support retailer who merchandise California avocados, according to a news release.
Plans include digital advertising, feature ads and ad circulars, e-flyers, banner ads, in-store demos, social media programs, online shopping incentives, videos, retail dietitian programs, recipe promotions and retailer TV segments.
“Understandably, promotions needed to take a back seat to basic supply logistics during the early months of the pandemic, but leading into summer customer readiness and enthusiasm for program participation has been very encouraging,” Jan DeLyser, commission vice president of marketing, said in the release.
In the early days of the pandemic, the commission stopped plans for sales and display contests, as retailers had their hands full with replenishing shelves. Those plans have resumed, according to the release. Summer plans include display bins, in-store signage, and stanchions and chalkboard signs.
“For some including a profile of a California avocado grower in an ad or in-store material helps communicate locally grown and promote community pride,” according to the release.
The commission’s foodservice promotions focus on operators with take-out and delivery services, including Del Taco, which highlighted California avocado season by showcasing guacamole and fresh slices of the fruit on its menu.
The California Avocado Commission continues to promote with chains that specialize in sandwiches, tacos, rice bowls, burgers and more. Activities include “upselling promotions” and signage, according to the release.
“All this promotion activity supports California avocado growers and our loyal customers,” DeLyser said in the release. “Based on current projections, the commission expects a California avocado harvest of nearly 400 million pounds with supply continuing into September and possibly October.”
Related stories:
Chefs predict avocado trends during California Avocado Month
California Avocado Commission preps United Fresh ‘booth’
Avocado commission retools some marketing programs in crisis
