October Marketing Digest

CAC Supported Late Season Harvest with Additional Push at Ralphs, Fred Meyer and King Soopers

With significant late season volumes, the California Avocado Commission worked with Kroger Corp. to offer digital coupons for the purchase of California avocado branded bags (Kroger Private Label) with an enhanced $1.50 per bag discount in the month of September 2024.

For the program, 100,000 digital coupon clips were allocated with a 20% redemption level projected, resulting in a total of 20,000 California avocado bags purchased at the three largest Kroger divisions as measured by overall avocado sales.

Mollie Stone's Markets Celebrates California Avocado Season with a Commitment to Freshness and Sustainability

At the end of August, Mollie Stone's Markets wrapped up the California avocado season with social media posts on Facebook and Instagram, showcasing their dedication to fresh, high-quality products. The posts emphasized the local farm-to-table delivery of California avocados and environmentally friendly farming practices. Consumers were encouraged to visit local stores to purchase these sustainably sourced avocados.

The 2024 retailer social media ad campaign wrapped in September and proved to be a resounding success, driving shoppers to consider visiting local retail partners to purchase California avocados throughout the season. The campaign strategically utilized social media platforms Facebook and Instagram, with the primary objective of directing users to retail partners' store locator pages. Ads were tailored to each retailer with customized copy, creative and precise timing to maximize impact.

Key results:

1. Tripled Targeted Link Clicks: Exceeded link-click goals by 303% (goal: 65,000, actual: 197,000)
2. Efficient Cost-Per-Click: Surpassed clicks at a significantly lower cost compared to last year (benchmark: $1.69, actual: $0.56, a 67% reduction in cost)
3. Enhanced Reach and Engagement: Though the campaign was optimized for web traffic (clicks), it additionally resulted in huge reach and engagement with targeted retailer shoppers (4.2 million video views, 1,000 comments)

Overall, the 2024 California Avocado Commission retailer ad campaign delivered actions and value, exceeding objectives and setting high benchmarks for future advertising efforts.