This year marks the third year of the California Avocado Commission's (CAC) 4th of July marketing initiative. This year, the promotion became the highest avocado consumption event on record, surpassing both the Cinco de Mayo and Superbowl events, with a category volume that hit 109.3 million pounds.
To maintain brand consistency with the past two years, the advertising campaign included a nostalgia-themed television ad aired in California. Other promotions included regional 4th of July themed print and national online advertising, as well as general market and in-store radio ads in core markets. CAC has also created a 4th of July microsite featuring 4th of July recipes and the Third Annual All American Recipe Contest. CAC’s new consumer blog, The Scoop, featured a variety of 4th of July themed posts.
To encourage consumers to purchase California avocados and expand their usage of the fruit, the Commission provided retailers with Have a Blast with California Avocados recipe brochures for retail displays and use by Supermarket Registered Dietitians. In addition, CAC partnered with Naturipe Farms for a 4th of July promotion featuring a unique snack — California Avocado Red, White and Blueberry Salsa — on packages of California-grown blueberries.