dineLA Event Garners 506 Million Social Media Impressions for California Avocados
For 15 days in July, California avocados were featured in a unique Los Angeles “Summer Road Trip” dining event with specially priced lunch and dinner menus showcasing diverse menu items at some of the best eateries in the area. To generate excitement for the event, kick-off promotions began in mid-June with advertising from mid- to late-July.
As part of the pre-event promotions, dineLA held two media and influencer preview dinners featuring California avocados and the California Avocado Commission’s (CAC) chef ambassador menus. The Commission’s seven chef ambassadors — representing Akasha, Charcoal Venice, Erven, Fishing with Dynamite, Gracias Madre, Redbird and The Bellwether — also showcased their dineLA California avocado dishes and the California Avocados brand logo on their social media channels and websites. Three videos featuring California avocados and the chef ambassadors were promoted on the @discover and @dineLA Instagram, Facebook and Twitter channels.
As a sponsor, the Commission secured a four-week rotator image placement on dineL.A.’s homepage and California-avocado-themed social media posts on dineL.A.’s Instagram, Facebook and Twitter channels. Nearly 200,000 dineL.A. subscribers received two eblasts encouraging them to attend the event and highlighting chef ambassadors’ unique California avocado dishes.
“The county-wide dineL.A. program reached our targeted premium consumer during the heart of California avocado season,” said Jan DeLyser, CAC vice president marketing. “By sponsoring the event, the Commission promoted the local availability of California avocados and showcased many creative ways to enjoy them.” The dineL.A. pre-event promotions garnered 506 million impressions across all social media channels. Instagram influencer content and dineL.A.’s social coverage generated 326 million social media impressions.