IRVINE, CALIF. – In support of this season’s California avocado crop, the California Avocado Commission (CAC) is launching an advertising and marketing campaign just ahead of harvest season.

The organization’s new ads use words like “freshness, summer, dreams, sunshine, love, vibes, coast and Zen,” to fill in the blank in the phrase, “The best avocados have California _______ in them.”

“Each consumer ad features the word ‘avocados’ with the ‘CA’ creatively transformed into an iconic representation of the best the Golden State has to offer,” said Jan DeLyser, vice president of marketing at the CAC. “We’re making certain our targeted consumers can’t un-see California when they look at the word avocados.”

The artwork used in the campaign is bold and playful, with some being animated for digital media. CAC also teamed up with the shoe and clothing maker Vans to represent the “California cool” by juxtaposing the brand’s signature checkerboard slip-on shoe into some of the campaign art.