Retail trade advertising plays an important role in building visibility and awareness of the California Avocados brand, reinforcing key consumer preferences and showcasing CAC’s retail support programs that expand retail opportunities and encourage sales. By featuring California avocados’ points of differentiation alongside compelling retail sales data, the Commission effectively keeps the fruit top of mind with an audience of retailers, wholesalers, growers, shippers, brokers, category buyers, merchandisers, store managers and industry professionals.
This season’s trade advertising campaign delivers a clear and compelling message focused on the business benefits of carrying California avocados. The ads feature sales insights demonstrating increased unit and dollar sales, promotional and marketing support and clearly delineate what sets California avocados apart. The ads align with CAC’s consumer messaging — noting the fruit is locally grown, sustainably farmed and ethically sourced — while delivering a compelling business message focused on growing sales and improving customer satisfaction. To further encourage engagement with this audience, a clear call to action directs readers to the updated retail webpage where industry professionals can sign up for the new California Avocado Commission retail newsletter. The retail webpage also reinforces campaign messaging and features retail support services available through the Commission.
The campaign, which runs from March through October, includes print and digital ads in The Packer, The Produce News, Supermarket Perimeter, AndNowUKnow and The Produce Reporter. Media placement will be heavy at the start of the season, prior to key in-season holidays and in advance of CAC’s appearance at the International Fresh Produce Association’s Global Produce and Floral Show. Email and web ads round out the digital portion of the campaign.
The campaign is expected to generate more than 23 million impressions, ensuring broad industry exposure.
