The California Avocado Commission has kicked off its 2019 California advertising campaign, which will focus on “premium Californians” and “super avocado users.”
“Customers are chomping at the bit and we are excited that our marketing campaign is starting,” says Jan DeLyser, the commission’s 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.”
The group’s 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.
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.