CAC Launches “United Plates of America” Promotion for the American Summer Holidays
The avocado industry estimates that 123 million pounds of Hass avocados will be consumed for Memorial Day weekend activities. In anticipation of this exceptional consumer demand — and the demand for California avocados throughout the summer holidays — the California Avocado Commission (CAC) has developed the “United Plates of America” promotion. The promotion is intended to make California avocados synonymous with key American summer holidays by promoting the fruit’s origins and showcasing recipes uniquely suited to summer celebrations.
As part of the promotion, the Commission created a United Plates of America retail recipe booklet filled with 18 recipes and preparation tips. The booklet — as well as demos, point-of-sale materials and display bins — is available to retailers who merchandise California avocados. Jan DeLyser, CAC vice president marketing, observed that for targeted retailers who carry California avocados, “the timing of Memorial Day and crop availability plus California’s origin create a golden opportunity for thematic marketing.” She further noted that “there really isn’t anything that brings people to the table – and to the store – better than the fresh, creamy taste of California avocados in season, and CAC’s United Plates of America marketing activities will give shoppers more reasons to do so.”
The United Plates of America promotion will be supported by in-store radio and Pandora radio ads targeted to regions where California avocados are distributed, as well as email blasts to California avocado fans and blog posts featuring summer entertaining ideas and recipes. Online advertising, social media and consumer public relations showcasing United Plates of America recipes will round out the campaign.