The California Avocado Commission (CAC) said it is dipping into its "quiver of marketing tools" for the launch of California avocado season and the start of advertising support. One arrow in the quiver is the use of influencers who share with their followers what they see as the benefits of avocados and Commission messaging about California avocados specifically. Another is what the organization describes as quick-response creativity on social media, striking while the iron is hot to leverage popular topics of conversation among its targeted audience.
In early April the Commission leveraged the interest in the coming final season of a television series, creating themed social media posts that asked, “Avocados or Dragon Eggs?” According to the Commission, the posts had the highest level of engagement of any of CAC’s social posts to date reaching more than 350,000 impressions, with 36,000 likes, more than 3,000 post shares or saves and over 800 comments. It said this helped bring awareness to the start of California avocado season.
Credit: California Avocado Commission
“Winter is over. The California avocados are here,” said Jan DeLyser, CAC vice president marketing. “CAC’s topical, themed social posts are examples of the opportunistic, fleet-of-foot marketing that keep California avocados top-of-mind with our targeted consumers.”
Influencer activity is ongoing during the California avocado season. The Commission is working with Registered Dietitian Nutritionist Liz Shaw to promote California avocado season and avocado nutrition information. In April, Shaw contributed to CAC thematic content called “Cook Like a Californian”.
“California avocado harvesting is going strong with one week’s volume this month reaching more than 11 million pounds, in time for the industry’s ramp up leading into Cinco de Mayo,” said DeLyser.
Credit: California Avocado Commission
For more information:
Marji Morrow
California Avocado Commission
Ph: +1 (323) 456-6751
mmorrow@avocado.org
www.avocado.org