California Avocado Commission focuses on 4th July

America’s 4th of July festivities are perfectly timed for the California Avocado Commission (CAC) to promote avocado consumption at the heart of the California avocado season. In 2013 CAC will build on the success of last year’s integrated marketing program designed to put California avocados on picnic tables, at barbecues and everywhere consumers are gathered for 4th of July celebrations. The program includes television advertising in California, general market radio, print and online advertising, public relations outreach, in-store retail support, new recipes, online and social media activities.

“Last year we set a goal for the 4th of July to become one of the top avocado consumption events of the year. We were blown away when the 4th of July consumption in 2012 skyrocketed to the top avocado consumption occasion. We thought it might take some time to get there,” said Jan DeLyser, vice president of marketing for CAC “but with growing consumer demand and availability of consistent quality fruit in season we have a winning combination. This year the industry is forecasting a whopping 96.4 million pounds of avocados for 4th of July consumption.”

CAC’s consumer advertising for the 4th of July encourages shoppers to “add a little green to your red, white and blue,” featuring an all-American rendition of the Commission’s California Avocado Grower Campaign. The TV commercial in California markets evokes a nostalgic, all-American mood and features California avocados in traditional American fare such as burgers, hot dogs and picnic salads. Print ads also showcase a recipe on its way to becoming a holiday classic, Firecracker Guacamole, which is served in a hollowed-out mini watermelon. Consumers in CAC’s advertised markets will hear radio commercials, see the advertisements in outdoor media and experience in-store promotion.

California avocado recipes for picnics and barbecues encourage usage in favorite American summer holiday dishes. A new recipe for Guacamole Potato Salad, one of several new recipes that encourage a higher produce ring with most of their ingredients coming from the produce department, is already one of the top CAC recipes shared by consumers online. It is included in CAC’s Have a Blast with California Avocados recipe booklet, now available for order on CaliforniaAvocado.com/retailers-pos-order-form/, along with customizable point-of-sale materials supporting American summer holidays. The recipe booklet features patriotic/fireworks-themed recipes such as California Avocado Red, White and Blueberry Salsa, one of several included in the Commission’s co-marketing promotion with Naturipe® Berries.

Third-party registered dietitians (RDs) are promoting the nutritional benefits of California avocados for 4th of July and American summer holidays through media appearances, recipe development, social media promotion and blog posts. Liz Weiss, MS, RD, and Janice Newell Bissex, MS, RD, known as The Meal Makeover Moms, created a delicious beef and black bean hamburger and nutritious pasta salad recipe featuring California avocados, which are perfect for 4th of July celebrations.

CAC’s huge 4th of July push includes online and mobile marketing with an email recipe newsletter, themed microsite reflecting the print advertising campaign creative and a consumer recipe contest featuring prize packages including Weber® grills and California avocado gift boxes. Social media outreach also is an integral part of CAC’s 4th of July communication plan.

For more information please visit www.californiavocado.com