Season-long Consumer Advertising Piques Interest in 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 Commission developed custom content for its returning and proven partner Food52 — a platform that has helped the Commission reach a passionate foodie audience for several seasons. This year, the partnership included one hosted video by California expert and trusted influencer Gaby Dalkin who shared a unique California avocado dish across her social platforms, as well as those of Food52. In addition, two custom recipes developed for CAC will be shared as videos and photos across Food52’s TikTok and Instagram feeds.

CAC also produced custom content for Tastemade — a new premium food partner with a vast and engaged food-loving audience. The California avocado-branded content was shared across its website, streaming channel and social platforms. The partnership includes four custom dishes showcasing the versatility of California avocados as part of a four-course meal that will be featured on Tastemade’s website and social media platforms. In addition, CAC is working with two California-based influencers who are part of Tastemade’s network to develop content demonstrating how easy it is to enjoy California avocados as a snack while road tripping throughout the Golden State.

Outdoor ads were launched in June in Los Angeles, Orange County, San Diego and San Francisco and will continue through mid-July to reach consumers when they are out and about this summer. The ads feature the Hero Avocado, Taste/Sushi and Summer creative from “The best avocados have California in them” campaign on billboards, wallscapes, digital motion units and BART train wraps.

To reach targeted consumers wherever they are listening to streaming audio and podcast content across desktop, mobile and connected cars, the Commission will feature ads through the Spotify, Pandora and iHeart platforms. Additionally, highly targeted premium video and high impact digital ads will run across a variety of platforms to engage Premium Californians and Super Users with the California Avocados brand. To increase relevant traffic to the consumer website, the Commission will utilize keywords and tailored ad copy across Google and Bing that resonate with targeted consumers. And finally, CAC will reach foodies who follow a variety of social influencers by promoting now-in-season messaging and unique summer recipes that pique consumer interest during the summer holidays.