Commission Launches New Ad Creative Across Digital and Out-of-home Channels

As of April 1, the California Avocado Commission has launched its new consumer advertising creative — showcasing the locally grown and sustainably farmed  avocados — with a strategic mix of digital, audio, video, customized content and out-of-home formats. The consumer media plan runs through the season, ending in late August or early September, with carefully crafted assets designed to encourage demand and preference for California avocados.

The campaign is focused on targeted consumers in the Western region. Advertisements run through a strategic and diverse set of media partners, publishers and channels. To engage users and position California avocados as premium, CAC is using the provider GumGum to serve up mobile and desktop display ads that are wrapped around relevant and engaging content — such as articles featuring California avocado summer recipes — on content that appeals to the target audience like EatingWell and Food & Wine. In a similar manner, using YouTube and VideoAmp, CAC targets viewers interested in foodie content with video ads distributed to households that tune into content such as Chopped, Food Network and the Cooking Channel. And foodie-focused publishers, such as Tastemade and The Kitchn, are sharing custom-crafted California avocado recipes, videos and social posts that showcase the fruit as the star ingredient and deliver key brand messages.

California avocado audio and video ads also play across popular streaming music and podcast channels, including Spotify and iHeart Radio. When consumers are out and about, dynamic map ads on Yelp are delivered to targeted users performing relevant searches (for example, searching for “grocery stores near me”). The digital maps will be updated with pins indicating nearby retailers carrying in-season California avocados and complemented by branded ads highlighting local growers’ commitment to sustainable farming practices. In addition, grocery shoppers at partner retailers like Raley’s and Albertsons can view eye-catching display ads on Volta electric vehicle charging screens strategically located in high pedestrian traffic areas.

The ads deliver differentiating California Avocados brand messaging across a variety of digital platforms while encouraging the purchase of the fruit and driving consumers to CaliforniaAvocado.com where they can learn more about how the premium fruit is grown and discover new recipes. The ad campaign has already demonstrated success (4/1 – 4/20) with website sessions increasing 26% and website pageviews increasing 16% as compared to last year.