IRVINE, Calif. – The California Avocado Commission (CAC) is integrating multiple marketing programs to encourage avocado consumption from Memorial Day to Labor Day by focusing on American summer holidays. This promotional activity, which includes television advertising in California, complements the Commission’s California avocado grower campaign and emphasizes growing category consumption during the period when California avocado volume is at its highest.
“We’re very excited about strengthening the tradition of using California avocados for American summer holidays,” said Jan DeLyser, vice president of marketing for CAC. “With an industry forecast of 81.4 million pounds of avocados for the Fourth of July, that holiday alone has the potential to become the number one event of the year for avocado consumption.”
CAC’s consumer advertising for the Fourth of July evokes a nostalgic, all-American mood with an outdoor barbecue theme, and features California avocados in traditional American fare such as burgers, hot dogs, grilled chicken, potato salad and more. Consumers in CAC’s western markets will hear radio commercials and see the advertisements on point-of-sale banners at retail in the bread aisle and in outdoor media, as well as in epicurean and lifestyle magazines. Television advertising in California will be seen throughout the day, including prime time, to reach 80 percent of CAC’s target market at least five times.
Online and social media activity will extend CAC’s American summer holidays program nationwide. The Commission developed two mobile, tablet and desktop-friendly microsites, one for patriotic holidays spanning spring through summer, and one specifically for the Fourth of July. Both include recipes, party tips, grower highlights and nutrition recipes. Consumers can download a free recipe booklet packed with California avocado usage ideas and participate in a Fourth of July Facebook® recipe contest.
“Consumers in all regions of the USA report that summer parties are the most frequent event for using avocados, so already there is a great foundation for the Commission’s program,” said DeLyser. “With CAC strongly promoting avocado usage on traditional American fare, California avocados will be top of mind when consumers are filling their shopping baskets for American holidays and events this summer.”
California avocado recipe promotions will encourage consumer demand in a variety of programs. CAC’s Firecracker Guacamole recipe suggests a unique serving idea for guacamole that is perfect for summer barbecues and picnics: simply hollow out a Dulcinea PureHeart® Mini Watermelon, chill it, and then fill with a California avocado guacamole. Dulcinea is featuring this recipe on retail displays across the nation. Consumers will be encouraged to use the watermelon and avocado together in a refreshing, produce-rich salsa recipe.
The Commission also partnered with King’s Hawaiian to promote the concept of adding California avocados on sliders. The recipe California Aloha Sliders will be featured in 4 million packages of King’s Hawaiian® Original Hawaiian Sweet Dinner Rolls, as well in Facebook® posts to more than 300,000 fans of the two brands, and as part of CAC’s Celebrate American Summer Holidays with California Avocados recipe booklet that is available for retail displays.
Professional chefs worked with CAC to add a culinary spin to traditional summer fare. The Two Hot Tamales, chefs and restaurateurs Mary Sue Milliken and Susan Feniger, developed two recipes for CAC: Red, White, Blue and Green Salad and Grilled Turkey Burger with California Avocado and Caramelized Onions, The recipes will be promoted on a demonstration video that features the chefs, which can be seen at CaliforniaAvocado.com/recipe-demonstration-videos.
In its Supermarket Registered Dietitian outreach, CAC provided recipe ideas and avocado nutrition tips to encourage inclusion of California avocados in retail summer communication programs. As a result California avocados have received coverage in various nutrition-focused retail programs, including a video segment by Tina Miller, MS, RD, Meijer Healthy Living Advisor.
About the California Avocado Commission
Created in 1978, the California Avocado Commission strives to increase demand for California avocados through advertising, promotion and public relations, and engages in related industry activities that benefit the state’s nearly 5,000 avocado growers. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry. For information about California avocados, visit CaliforniaAvocado.com, become a fan at Facebook.com/CaliforniaAvocados and follow the California Avocado Commission on Twitter at Twitter.com/CA_Avocados.
Source: California Avocado Commission