Marketing California Avocados

To expand its target base of restaurant contacts and cement existing relationships that lead to future promotion opportunities, the California Avocado Commission sponsored and participated in two California Restaurant Association Regional Chapter Mixers in Orange County and Los Angeles County.

To generate excitement for California Avocado Month, the California Avocado Commission’s public relations campaign showcased new recipes specially crafted by Chef Brooke Williamson that invited consumers, retailers and media members alike to celebrate and enjoy the Golden State fruit. Learn more.

To create anticipation for — and sustain interest in — the fresh California avocado season among Premium Californians, the California Avocado Commission runs a targeted social media campaign across its channels throughout the year to reinforce the California avocado campaign messaging, keeping California avocados top of mind and encouraging brand preference.

California avocado-themed chain restaurant promotions during the peak season play an important role in securing distribution and building demand for and loyalty to the Golden State fruit.  This spring and summer two California-based restaurant chains — Flame Broiler Inc. and Del Taco — showcased the use of fresh California avocados in limited-time-offer promotions from early May through mid-July.

The California Avocado Commission developed multiple activities that built excitement around California Avocado Month (June). Two of these programs also added value to restaurant operators’ purchase of California avocados. The Commission partnered with Nordstrom Restaurants and Buckhorn Grill to showcase the Golden State fruit in May and June.

On June 9, the California Avocado Commission joined Northern California produce and floral industry vendors, retailers and California avocado handlers at the Fresh Produce and Floral Council NorCal Luncheon hosted in Pleasanton, California.

To increase demand for and penetration of California avocados on foodservice chain menus, in May the California Avocado Commission networked with targeted decision makers at two key industry events. Both events provided CAC with the opportunity to expand its target base of chain contacts for future promotions and to cement existing relationships.

Early season digital ad activations are an essential part of the California Avocado Commission’s efforts to motivate retailers to engage with the California avocado industry and ensure the flow of fruit prior to the Cinco de Mayo holiday. This season the Commission is partnering with Walmart and Sam’s Club on a digital ad program designed to deliver 18 million highly targeted ads to the desktops and mobile devices of shoppers most likely to purchase California avocados.

To encourage purchases of in-season California avocados, the California Avocado Commission runs consumer advertising on a variety of platforms that are designed to create demand for the Premium Californian audience with new recipes and ways to use the fruit. Beginning in March, the Commission launched ad campaigns aimed at building brand awareness in key markets located in Arizona, California, Colorado, Oregon, Nevada, Utah and Washington.

The California Avocado Commission has built solid relationships with targeted retail partners by serving as a trusted resource for avocado information and customized marketing programs. Complementing the retailer’s initiatives, CAC’s retail marketing team provides programs to communicate California avocado-specific messaging and branding.