The use of a variety of influencers who share with their followers the benefits of avocados and messaging about California avocados is among the marketing tools the California Avocado Commission is using to mark the launch of California avocado season.

In early April, the Commission leveraged the interest in the final season of “Game of Thrones”, creating themed social media posts that asked, “Avocados or Dragon Eggs?” 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. This engagement helped bring awareness to the start of California avocado season, with many consumers sharing their love for California avocados and excitement to begin using them.

“Winter is over. The California avocados are here,” says Jan DeLyser, CAC’s vice president of 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 help spread the word about California avocado season and avocado nutrition information. In April, Shaw contributed to CAC thematic content called “Cook Like a Californian”. Some of the content was featured on CAC’s The Scoop blog, and it included produce-rich recipes featuring California avocados. Shaw’s recipes are also included in communication used by retail dietitians, further expanding the reach of the program.

“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,” says DeLyser.