The California Avocado Commission (CAC) has joined forces with Naturipe Farms to come up with recipes as part of its 4th July holiday promotions. The commission’s marketing campaign will also feature television, radio, print and online advertising, an online microsite and social media marketing.
This is the second year in a row that CAC is partnering with Naturipe as part of a wider strategy to leverage the strength of other brands in order to maximise the impact and reach of marketing programmes that fit strategically with marketing partners and extend the budget by sharing costs.
Naturipe’s Robert Verloop described the company’s partnership with CAC as “a great way to promote incorporation of blueberries into lunch, dinner and savoury recipes”.
The CAC said it expects around 104.7m lbs of avocados to be consumed during the Independence Day holiday, topping both the Big Game and Cinco de Mayo events in 2014.
Naturipe will feature in two California avocado recipe brochures, and packages of Naturipe blueberries will carry labels with a recipe for California avocado red, white and blueberry salsa.
“Retailer support the last few years has been instrumental in helping to build the 4th of July into one of the top avocado consumption events of the year,” said Jan DeLyser, CAC’s vice president of marketing. “This year the commission is once again providing marketing support to encourage California avocado consumption for the event, and we’re very pleased to be partnering with Naturipe for a second year with patriotic recipe ideas.”
