At the recent California Avocado Commission annual meetings, CAC Vice President of Marketing Terry Splane shared a video highlighting the results of the new advertising campaign that was launched in 2024. He explained that the new campaign was designed to differentiate California avocados from other sources of supply and to seek out the premium local choice for avocados. The advertising showcased California avocado groves and growers and shared messaging that resonates with targeted consumers (ultra- and mega avocado shoppers). Those messages included that California avocados are locally grown and sustainably farmed.
Splane noted that despite having a 30% lower media budget than in 2023, the campaign results far exceeded expectations. He pointed out that media impressions significantly over delivered vs. the plan and consumer engagement “blew benchmarks out of the water.” Engagement on Meta social channels (Facebook and Instagram) delivered a 280% increase in clicks year over year. On YouTube, where only 30% of viewers usually watch ads (the rest click the button to skip them), a whopping 96% of those who had the option to watch a California avocado commercial with a retailer banner watched the videos through the end.
To see more results from the 2024 campaign, watch the video here. It’s short, only about a minute and a half.
