March 2024 Marketing Digest

New Consumer Advertising Campaign Production

Filming took place in mid-February for the all-new advertising campaign, “What’s Inside a California Avocado.” The campaign spotlights the California difference by going straight to the groves to showcase California avocados’ distinct local and sustainable story. It’s a story only California avocado growers can tell, spotlighting the growers’ deep roots and responsible growing practices in California that uniquely position California avocados as a premium product for shoppers throughout the region.

The California Avocado Commission’s advertising team filmed on location at Jackson Ranch, in Escondido with Jaime and Ricardo Serrato, and at Camlam Farms, in Camarillo with Maureen Lamb Cottingham, Robert Lamb, John Lamb and David Lamb. The commercial ads begin airing in late March on a multitude of platforms, including YouTube, VideoAmp and social media.

Retail Promotions of California Avocados Kicked Off in March

The Commission’s Retail Marketing Directors are continuing meetings with retailers in March to set up promotion programs. Retailers are showing great interest in starting sooner with California avocados, yet still focusing promotions on times of peak availability of the fruit.

One of California avocados’ most loyal retailers in California, Gelson’s, put plans in place early to promote in March. The promotion hit big consumer celebration times of St. Patrick’s Day, March Madness "Sweet 16" and Easter/Passover. To find retail locations near you who are carrying California avocados, go to californiaavocado.com/store-locator/.

Trade Advertising and Public Relations

Retail trade advertising began in February and continues this month with print and digital advertising. March is a busy month for trade public relations including interviews conducted with FreshFruitPortal, FreshPlaza, The Packer, The Produce News and more. The retail trade advertising and public relations disseminate information about the California avocado season and key messaging such as sustainability and locally grown.

Foodservice Chain Promotions

The Commission foodservice team is working with chain partners to set up promotions this season. Promotions start dates with at least four loyal restaurant chains are expected to start as early as May. Some foodservice partners are enthusiastic about CAC’s sustainability messaging and are jumping on to leverage it to support their brands.