May 2024 Marketing Digest

New Consumer Advertising Exceeding Benchmark KPIs

The California Avocado Commission’s all-new advertising campaign is connecting with shoppers in big numbers throughout the region. Since its April 1 debut, the “What’s Inside a California Avocado” promotion – spotlighting growers and focusing on communicating locally grown and sustainably farmed – is earning strong interest from consumers. Among the highlights from the campaign’s first month:

• Online visitors of TheKitchn.com are clicking on California avocado digital ads at twice the average rate of channel benchmarks (source: The Kitchn)
• Individuals are watching CAC’s video ads at three times the rate of channel benchmarks
• The video ads on CAC’s partner channels are generating a Click Through Rate of .26%, nearly triple the benchmark of .10%
• “What’s Inside a California Avocado” ads will continue to stream and air throughout summer.

CaliforniaAvocado.com Homepage Updated to Integrate with Advertising Campaign

The California avocado website, CaliforniaAvocado.com, has a fresh look. The newly updated homepage features dynamic video in the main header, integration of new campaign messaging, a reinforced call-to-action to find California avocados and a new feature of grower spotlights that rotate with each new visit to the page.

Visitor engagement on the updated website has more than doubled compared to the same period last year.

PR Activities Underway to Kick-Off California Avocado Month in June

Media and retail activities began in May to announce marketing support for California Avocado Month, which will be promoted throughout June. More information will be reported following the promotions.

International Fresh Produce Association Retail Conference

The Commission’s retail marketing directors attended the IFPA Retail Conference May 2-3 in Phoenix, Arizona. This is a highly attended event by top produce directors and category managers for West Coast, Midwest and national accounts. To increase awareness of California avocado availability, CAC was a sponsor of the golf tournament and educational session. Staying connected with targeted retailers throughout the event, CAC’s RMD’s Dave Anderson and Carolyn Becker also had the opportunity to participate in the tournament with Bob Veilleux, Gelson’s Senior Director of Produce.