California avocados score big social points
For the California Avocado Commission, social media outreach is one of its most effective means of engaging with its target consumer audience.
In its preseason, the commission uses social media to build anticipation that California avocados will soon be available. In-season messaging works to build brand affinity and complement retail and foodservice custom marketing support, according to a news release, and postseason activity maintains brand awareness.
“Social media is a vital part of the commission’s marketing plan,” said Jan DeLyser, commission vice president of marketing, in the release. “It’s an effective way to reach targeted consumers on the various platforms they prefer, emerging the brand in cultural moments and building demand and loyalty.”
This year, the commission expanded its social media reach even further with the launching of its new TikTok to engage with the videocentric site's largely younger consumer base. CAC created an "Avo-Zen" video that featured an avocado meditating in a California avocado grove. Two subsequent California "Avo-Zen" videos followed on TikTok.
The commission also partnered with celebrity chefs and TikTok influencers Owen Han and H. Woo Lee on a social content series, “The Farmers Market Showdown.” The duo went to two farmers markets in Los Angeles – one in Hollywood for a land theme and one in Venice for a sea theme – to create recipes featuring the best of California produce.
