The California Avocado Commission (CAC) has a theory: if a restaurant menu item has “California” in the name, it usually means there is avocado in the dish. Leveraging that idea, the Commission has created marketing programs centered around what they call “iconic California” recipes, promoting this connection via retail programs.
“We have been actively developing and implementing these programs timed to California avocado peak volume from May through the summer,” said Jan DeLyser, California Avocado Commission vice president marketing. “Key promotion opportunities for California avocados in May include Cinco de Mayo, Mother’s Day and Memorial Day weekend. Promotable volume should continue through Labor Day.”
CAC developed a series of recipe videos featuring iconic California recipes such as a California Burger, California Eggs Benedict and California Caesar Salad. The Commission partners with retailers, customizing the videos and media to help consumers find where California avocados are in distribution and builds on the video program with other marketing activity specific to the retailer. The additional support can include in-store radio, merchandising programs, supermarket dietitian promotions and more.
“According to 2016 IRI data, the West and California have the highest household penetration for avocados, at 62.5 percent and 70.6 percent respectively, compared to 52.2 percent for the nation,” said DeLyser. “So, to continue building the California avocado business – and category development – CAC provides California avocado fans with inspiration to go back to retailers and purchase avocados more often,” said DeLyser.
Custom “Iconic California” content with multiple digital partners, including Food52 and Tasty, emphasizes the Golden State fruit. The Commission is also utilizing two chef spokespeople who have created recipes offering new twists on California recipes. The recipes are featured on CaliforniaAvocado.com, have been incorporated into the program’s consumer media press release and will be featured on CAC’s social channels. The California chefs and recipes include: Linguine with California Avocado Pesto and Cherry Tomatoes (recipe created by Chef Josiah Citrin of Charcoal Venice) and Charred California Avocado Salad with Pistachio Gremolata (recipe created by Chef Kevin Meehan of Kali).
For more information:
Marji Morrow
California Avocado Commission
Tel: +1 (323) 456-6751