September Marketing Digest

Extended Consumer Media Support for Late-Season Volume

To support late-season volume, the California Avocado Commission consumer marketing team extended and implemented additional media buys through mid-August. This involved scaling up existing campaigns that were exceeding industry benchmarks, including display and video ads through media partners GumGum and The Kitchn. The team also enhanced the impact of select ads by incorporating retargeting strategies on social media and retailer geo-targeted banner ads. Retargeting allows for reaching users who have previously engaged with the brand or campaign content. Additionally, CAC introduced Connected TV (CTV), as part of a test-and-learn approach to gather data and inform next year’s campaign strategy. CTV ads run on TVs’ streaming digital content, typically done via apps or platforms built into the TV (Smart TVs, Roku, Apple TV, etc.).

The California avocado commercial had a view rate of 98.37% on streaming/CTV platforms, above the general benchmark of 93%.

New Retail Programs Support Incremental California Avocado Volume

This summer, at the direction of the California Avocado Commission Board of Directors and with approved funding, CAC retail marketing directors pursued additional retail promotions to support unexpected incremental California avocado volume. Both current year retailers and lapsed customers were targeted. New programs were executed or are in progress with Albertsons Southwest, H.E.B., Kroger West, Raley’s, Safeway Northern California, Sprouts Farmers Market, Supermercado Mi Tierra and The Fresh Market. Promotions including digital offers, coupons, ad flyers and a magazine ad program encouraged demand for California avocados in the latter part of the season.

National Chains Take Advantage of Local, In-Season California Avocados to Boost Interest and Traffic Within California Units

For over 10 years, Denny’s, a full-service family-style restaurant chain, has partnered with the California Avocado Commission to promote their use of local, in-season California avocados to the customers visiting the more than 400 Arizona, California and Nevada units. This year, Denny’s promoted California avocados between June 19 – July 31 with a trifold tabletop sign and in regionalized social media posts, encouraging diners to add California avocados to any dish.

Robek’s, a fresh juice and smoothie chain, offers a robust Avocado Toast menu to complement their beverage line. During this year’s 8-week California avocado promotion (June 10 – July 22), Robek’s saw a volume usage lift of almost 70% from the same period a year ago; and 95%+ over the 8-weeks prior in 2024.

California Avocados Appear at Los Angeles Professional Baseball Stadium in Hatch Chile Sampling Event with Melissa’s Produce 

The Commission continues its hyper-local activations to drive awareness of California avocado availability where and when the fruit is in distribution. On August 20, CAC participated in a Hatch Chile guacamole bar in the stadium of the local Los Angeles professional baseball team with Melissa’s Produce where consumers could visit for samples. California avocados were spotlighted on a display and showcased in signage. Carolyn Becker, CAC representative, was on hand with retail customers Frank Zapata and Scott Wiggans of Bristol Farms.