Commission’s Brand Advocate Content Achieves Wide Reach in Western Region

The California Avocado Commission’s partnerships with respected and trusted influencers are central to its efforts to both educate consumers about what differentiates California avocados and inspire them to purchase the locally grown and sustainably farmed fruit in season. This year, CAC brought its influencer partnership activity in-house, ensuring the program was run more cost-effectively and the content was completely aligned with the Commission’s overall marketing strategy and messaging. The program was managed by recently hired CAC Marketing Manager Lori Small, who worked for more than a decade on public relations and influencer content for California avocados with one of CAC’s previous consumer public relations agency partners.

This season, CAC partnered with a mix of seven well known Southern California-based food influencers recognized for their ability to create engaging, creative content that resonates with their audiences. The brand advocate partners included Maxine Scharf (Maxi’s Kitchen), Gaby Dalkin (What’s Gaby Cooking), Herman Chan (Herman at Home), Jeri Mobley (Whisper of Yum), Erica Shutty (What Erica Craves), Erin O’Brien and Marie Reginato.

In selecting these locally based content creators with strong followings in the western region, CAC ensured the influencers’ audiences would have access to in-season California avocados at their local retailers. Each of the social media brand advocates crafted recipe-based video content designed to inspire in-season purchases by their audiences. The content was shared throughout the season across their unique social media channels and leveraged on CAC’s social channels as well.

Examples of the brand advocate activity include Jeri Mobley, of Whisper of Yum, sharing her take on a modern Seven-layer California Avocado Dip. Herman Chan, of Herman at Home, created a sweet California Avocado Coconut Sago Dessert. And as part of a late season four-post “Savoring the Season” partnership, Marie Reginato shared California avocado recipes that could be enjoyed for breakfast, lunch, dinner and dessert. These posts urged consumers to purchase sustainably farmed California avocados before the end of the season. In total, the influencer content secured more than 1.6 million impressions and 25,000 engagements.