Commission Shares California Avocado Summer Favorites with Its Social Media Fans
To support the “American Summer Holidays” and California Avocado Month initiatives, the California Avocado Commission (CAC) highlighted summertime recipes throughout the month of June. By providing its fans with unique summer meal ideas, the Commission builds awareness of the California avocado season and encourages fans to try innovative California avocado dishes during the prime season for family grilling and outdoor culinary adventures. By linking California avocados with America’s summer holidays, the Commission also distinguishes this American-grown fruit from its competitors and builds brand loyalty.
As part of the United Plates campaign, CAC ‘s blog — The Scoop — shared California avocado recipes from various states that featured seasonal favorites such as California Avocado Ice Cream. Another blog post shined a spotlight on unique sandwiches from across America, highlighting favorites from Illinois, Maine, Nebraska and Oregon with a California twist — fresh California avocados. CAC shared the blog post and accompanying recipe cards by utilizing a multi-image carousel post on Facebook featuring a customized United Plates Which Sandwich GIF that linked back to the post. To encourage its Instagram followers to read the sandwich blog post, CAC shared an image from the sandwich portion of the United Plates campaign on its Instagram platform. To engage Twitter fans, CAC encouraged them to vote for their favorite state sandwich — Maine Lobster Roll vs Oregon Porchetta; Illinois Sausage Dog vs Nebraska Reuben. In addition, CAC shared recipes with its Twitter fans that demonstrated how California avocados could be used to tie these unique state dishes together. Twitter fans eagerly voted for their favorites — resulting in 8,800 votes and 325 additional engagements (retweets, likes and replies).
To celebrate Father’s Day, CAC encouraged fans to honor the men in their life and shared recipes perfect for Father’s Day celebrations — avocado ice cream and grilled avocados. The Commission utilized paid support to amplify the reach of these messages and garnered more than 655,000 impressions.
To date, the June 2017 “American Summer Holidays” and United Plates social media content has yielded 95,000 engagements and more than 1 million impressions.