California avocado harvesting is ramping up and the California Avocado Commission (CAC) has kicked off its 2019 California advertising campaign focusing on CAC’s defined target of “premium Californians” and super avocado users. The Commission’s media plan is expected to run from now through beyond the peak Fourth of July avocado consumption period.
“Customers are chomping at the bit and we are excited that our marketing campaign is starting,” said Jan DeLyser, CAC vice president marketing. “With California avocado distribution focused in California and the West this year, it is critical that CAC targets our advertising geographically and we are using partners who have fine-tuned location targeting tactics to serve our retail messages.”
CAC said its advertising plan uses highly targetable media, including audio, outdoor, digital, social, and digital streaming videos. Targeted audio advertising via Spotify communicates that California avocados are in season. CAC’s digital content partners weave together recipe usage ideas and California avocado-specific messaging.
The Commission’s “Made of California” campaign graphics are extended for use in California outdoor ads, digital and social advertising. Newly created videos on popular streaming platforms, including television-like Hulu, feature California avocado growers and California avocado groves. Last year’s marketing program research showed that a video shot by drone camera over a California avocado grove was the campaign’s most well-liked video. This season CAC is building on a long history of featuring growers by creating more grower and grove videos.
Image: California Avocado Commission
Research conducted by Nielsen during California avocado season last year from April 4 through September 4 compared opinions of consumers exposed to CAC digital advertising (tracked via ad tags) to those in the same markets who were not. According to CAC, it showed the approach is working. After campaign exposure, unaided brand awareness increased, they said, and the percent of consumers who said they would recommend California avocados rose significantly to 93 percent. The Commission also learned that adults with household incomes over $75,000 were directionally more likely to say they preferred avocados grown in California after ad exposure.
“We are confident that our media plan reaches our “Premium Californians” target, which includes male and female avocado shoppers as well as more specific demographic and mindset criteria,” said DeLyser.
CAC also is using social media and retailer-specific programs, including targeted digital throughout the California avocado season. These tactics supported early season harvesting, mid-season peak volume availability and will do the same for late-season supply, the Commission said.
For more information:
Marji Morrow
California Avocado Commission
Ph: +1 (323) 456-6751
mmorrow@avocado.org
www.californiaavocado.com