The California Avocado Commission's new marketing program takes consumers inside the groves, multi-generational families and deep roots behind the Golden State's avocado industry.
Titled, “What's Inside a California Avocado,” the advertising and social media campaign spotlights what CAC calls, “the California difference,” by going straight to the groves, showcasing growers and focusing on communication of locally grown and sustainably farmed.
The ads were filmed in California avocado groves in San Diego and Ventura counties and feature two multi-generational families of California avocado growers, the Serratos and the Lambs, according to a news release.
Photo courtesy of the California Avocado Commission
“This campaign is about confidently leaning into what makes California avocados different and special compared to other origins,” CAC Vice President of Marketing Terry Splane said in the release. “The Commission seeks to elevate California avocado demand by reminding shoppers they are locally grown and sustainably farmed and create some FOMO [or Fear of Missing Out] by emphasizing they are only available for a limited time.”
Streaming and airing late March through summer, media for the California avocado ad campaign strategically targets avocado shopper audiences, driving consumers to retail stores that carry them, the release said.
Media placements include video, audio and custom digital partnerships. The commercial appears in a variety of long- and short-form ads with 60-, 30-, 15- and 6-second spots on YouTube, VideoAmp streaming services and social media.
To directly connect shoppers with retail partners, CAC says ads also are appearing on Volta electric vehicle charging stations located in select retailer parking lots. New this year, dynamic map ads are running through the review platform Yelp to target shoppers within select ZIP codes based on relevant interests and searches. The ads on Yelp direct potential shoppers to the nearest retailers stocking California avocados.
CAC consumer public relations season opener activities kicked off in March with media and influencer tours of California avocado groves.
On the retail front, Southern California-based specialty grocer Gelson's Markets collaborated with the commission on an influencer event in one of its San Diego County stores as part of a chainwide celebration of its early season transition to California avocados, the release said.
The promotion included demos, signage aligned with CAC's new ad campaign and California avocado display bins. CAC says it has also is embraced a hyper-local media outreach in key markets for the fruit in California and beyond.
“As of the end of March, only about 7% of this year's California avocado crop has been harvested, but in April it is expected to increase significantly,” Splane said. “The sunny weather we've had lately in the California avocado growing regions is very welcome after so much rain and should help the fruit size up.”
Peak availability of California avocados is expected to occur from April into July, with smaller volumes in summer.