IRVINE, Calif. (April 2, 2024) – This spring, the California Avocado Board BB #:145028 will debut its “What’s Inside a California Avocado” marketing program.
The advertising and social media campaign focuses on the California difference by going directly to the orchard, showcasing the growers' deep roots, and focusing on communicating what's locally grown and sustainably grown. I'm guessing. The ad was shot in beautiful California avocado fields in San Diego and Ventura counties and features two multi-generational families of California avocado growers, the Serratos and Rams.
“This campaign proudly explores what makes California avocados different and special compared to other regions,” said Terry Splane, CAC vice president of marketing. “The committee believes that by creating a degree of FOMO by reminding shoppers that it is locally grown and sustainably grown and emphasizing that it is only available for a limited time, the We are trying to increase demand for avocados.”
Streaming and airing from late March through the summer, the California Avocado advertising campaign's media strategically targets avocado-buying audiences and directs consumers to avocado retailers. Media placements include video, audio, and custom digital partnerships.
The commercial ads will appear in a variety of long and short ads with 60 second, 30 second, 15 second and 6 second spots on YouTube, VideoAmp streaming services and social media. Advertisements will also appear at his Volta electric vehicle charging stations in select retail store parking lots to connect shoppers directly with retail partners.
New this year, Dynamic Map Ads are running through review platform Yelp to target shoppers in selected ZIP codes based on relevant interests and searches. These ads on Yelp direct potential shoppers to the nearest retailer that stocks California avocados.
CAC Consumer Affairs Season Opener activities began in March with a media and influencer tour of California avocado fields. The Southern California luxury retailer collaborated with the commission on an influencer event at one of its San Diego County stores as part of a chain-wide celebration of the early-season transition of California avocados.
The promotion included a demo, signage aligned with CAC's new advertising campaign, and display boxes of California avocados. The committee also focuses on hyperlocal media efforts in major fruit markets in California and beyond.
“As of the end of March, California's avocado harvest was only about 7% this year, but we expect it to increase significantly in April,” Splane said. “The recent sunny skies in California's avocado-growing regions are a huge blessing after so much rain and should help fruit grow.”
Peak availability of avocados in California is from April to July, with lower quantities expected in the summer.
About the California Avocado Commission
Founded in 1978, the California Avocado Commission works to promote the premium status of California avocados through advertising, promotion, and public relations, and engages in related industry activities. Ethically sourced California avocados are sustainably grown and grown locally by approximately 3,000 growers in the Golden State for superior quality and freshness. The California Avocado Commission serves as the official source of information for the California avocado industry. Visit CaliforniaAvocado.com.
contact:
Margi Moreau
323-456-6751
MMorrow@avocado.org
