Building off the success of the 2016 retail trade advertising campaign, the California Avocado Commission (CAC) kicked off the 2017 activity communicating the season start of fresh California avocados. The trade advertising campaign complements the Made of California consumer campaign. The print ads that enjoyed a strong reception from the retail trade industry last year will be utilized again, complemented with digital banner advertising.
The ads feature two headlines: California Gold and California Red, White and Blue. The ad copy in the call-to-action section includes “Produce of the U.S.A” — showcasing the fact that only California can claim the American grown label for Hass avocados. The California Gold ad will bookend the California avocado season campaign while the California Red, White and Blue ad will run from May through early July as part of the American Summer Holidays promotion.
The 2017 retail trade ad campaign launched in Produce Business’ Master of Merchandising. The issue included a full-page California Gold ad and an editorial feature of CAC’s integrated marketing programs, including social media and online programs, dietitian programs, the consumer advertising campaign, the new recipe booklet and recipe tear pad, display bins and customized merchandising support.
In addition, the Commission will run print ads in key trade publications such as The Packer, Produce News, Produce Business, The Fresh Digest and The Snack magazine. Ads will include a combination of premium placements —front cover half-page ads, spadia (ads that wrap around the spine or a section of a publication) and cover tips.
Online digital support for the campaign will be run in The Packer newsletters, The Produce News newsletters and website banner ads, Progressive Grocer banner ads, AndNowUKnow trailers and email ads and Fresh Plaza newsletter ads.
Extending the retail trade ad campaign from last year also minimizes advertising production costs, allowing funds to be directed toward premium placement in the publications.
The Commission’s public relations campaign will work in tandem with the retail ad campaign, ensuring coverage for the entire California avocado season.