State commission rolls out series of consumer promotions designed to sustain demand through peak season
The California Avocado Commission (CAC) has launched its latest consumer advertising programme, as it prepares to support sales of a crop estimated to be around 170,000 tonnes this season.
The marketing push continues with the message of last year’s campaign, which showcased California avocado groves and in particular the exceptional care that the state’s growers take when producing the fruit.
Newly created advertisements feature images of dishes that include the fruit, as well as consumers enjoying them, with an overall focus on the inherent strengths of the state’s production.
“CAC conducted research with our target audiences and confirmed that communicating key messaging about California avocados being locally grown, sustainably farmed and ethically sourced is very well received and purchase-motivating,” said Terry Splane, commission vice-president of marketing. “Combining those benefits with inspirational meal ideas makes these new ads especially appealing.”
Big impression
The CAC aims to reach its target audience through a variety of media, including television, online and streamed video, and audio, while outdoor adverts will be placed at electric vehicle charging stations close to retailers that sell California avocados.
There will also be plenty of targeted promotions via retail partners, while custom content partnerships with Tastemade and The Kitchn are due to generate at least 16mn impressions.
Overall, the California avocado media plan is expected to deliver nearly 165mn impressions.
“Through the end of March, the California avocado crop is only about 15 per cent harvested,” Splane revealed. “We’re excited for Commission marketing to support the current forecast of April through about Labor Day weekend with promotable volume of at least 10mn pounds (4,536 tonnes) per week.”
Peak availability is expected in spring and summer, with many weeks expected to see considerably more than 10mn pounds of the fruit sold.
This year’s California avocado harvest estimate remains in the range of 375mn pounds (170,000 tonnes).
