A very Californian avocado campaign for CAC
Jan DeLyser, vice president of marketing for CAC, explained the origin of the new marketing campaign. “Think about how many times you’ve seen a California Omelet on a menu, or a California Caesar Salad or even the ubiquitous California Roll. What do those dishes have in common? Avocados. The Distinctly Californian campaign cements the bond between California dishes and California avocados.”
California avocado advertising timing varies by market, with the heaviest ad weight from May through July. Print, digital and outdoor ads feature such classic dishes as a California Club Sandwich, California Roll and a California Burger, noting that without authentic California avocados the dish just wouldn’t be the same. In California the outdoor ads also emphasize that California avocados are locally grown. Attention-getting local media vehicles are in the mix, including bus shelters near supermarkets, Bay Area Rapid Transit (BART) ads, wallscapes and even a wrapped trolley in San Diego. CAC also uses geo-local ads informing consumers where they can find California avocados.
CAC’s online and social media activities complement the Distinctly Californian campaign with messaging highlighting recipes and recipe builds (visuals) suggesting how to “California-fy” the dishes with California avocados. Many California avocado fans actively seek recipes on its website and social media channels, so the Commission regularly updates its messaging with recipes and tips, including summertime grilling ideas. CAC also promotes Memorial Day and summer recipes through Facebook and other online ads.
“California is the only commercial source for domestically grown Hass Avocados, which makes California avocados the perfect choice for patriotic promotions such as Memorial Day and 4th of July,” said DeLyser.
For learn information visit CaliforniaAvocado.com.
For more information:
Marji Morrow
California Avocado Commission
Tel: +1 323-456-6751
Email: mmorrow@avocado.org