The California Avocado Commission is extending its successful advertising campaign “the best avocados have California in them," according to a news release. This season’s ads feature visuals that point to the “CA” in the middle of the word “avocados, and audio and other ads that call out the play on words in their taglines. Consumer media is targeted to avocado shoppers in California and the West who are willing to pay more for premium brands and to avocado “super-users,” “mega-users” and “ultra-users," stated the release.
“Consumer research has shown that the campaign is very effective at building awareness for the California avocado season and maintaining brand preference among targeted consumers,” said Jan DeLyser, California Avocado Commission vice president marketing, in the release.
This season’s consumer media began in March and continues through August. Customer-specific programs run throughout the season and will continue as the season winds down. Social media and search advertising will continue to run year-round to maintain brand awareness and consumer engagement. Using a creative mix of advertising vehicles, the California avocado media plan will achieve more than 257 million impressions this season.
“The Commission plays a two-fold marketing role: helping secure distribution of California avocados with customers and then encouraging targeted consumers to go buy the fruit where it is available. This advertising support uses a range of media to reach and motivate those consumers,” said DeLyser.
The California avocado ads are being shown on video streaming via channels such as Hulu and YouTube and services such as Tremor video. Audio advertising on iHeart radio, Spotify and Pandora also features visual components. Digital advertising using services such as GUMGUM reaches CAC’s targeted consumers, as does custom content on providers such as The Kitchn and Food52, according to the release.