IRVINE, CALIF. – As more bloggers, chefs, dietitians and other personalities have become valued communicators for the California avocado marketing program, the California Avocado Commission is partnering with six popular bloggers for the 2021 season.
“Brand advocates are a key part of California Avocado Commission marketing because they are trusted communicators,” said Jan DeLyser, vice president marketing for the commission. “These influencers build awareness of the California avocado season while disseminating brand messaging and creative ideas and recipes that encourage demand.”
The six influencers are creating unique recipes showcasing California avocados. For example, in March, Ashley Boyd of Pink Owl kitchen promoted her recipe, Tropical Avocado Smoothie, featuring California avocados and including four fruits plus herbs. Blogger Brandi Crawford gave avocado toast a produce-loving twist using planks of sweet potato as the toast and topping them with mashed California avocados and options for savory additions or fresh berries.
CAC’s Living Well Brand Advocates 2021 program features a holistic nutritionist and wellness educator, four registered dietitians and a popular recipe developer. These influencers weave in California avocado messaging and the nutrition benefits of avocados into communications that highlight nutritious California avocado recipes that they develop.
This season, each influencer is developing content around a lifestyle trend that aligns with their area of expertise. For example, registered dietitian Bonnie Taub-Dix developed content around the popular concept of “meal prep”, demonstrating how her recipe for Stuffed California Avocado with Mediterranean Salmon could be used for three related but different meals.
Celebrity chef Brian Malarkey hosted the commission’s online cooking class at the end of March promoted the official kickoff of California avocado season to influential media and retail contacts. The attendees received fresh ingredient boxes ahead of the event for two California avocado-inspired dishes and enjoyed cooking on camera along with the chef. Chef Malarkey posted about the event and his recipes on Instagram to his more than 35,000 followers. Outreach from the cooking class participants has garnered more than 34 million impressions to date.
“California Avocado Commission marketing including our brand advocate program fosters awareness and sales,” said DeLyser. “IRI/Freshlook data confirm that the California avocado season is a fundamental driver of avocado category growth, and it is driven by greater sales velocity during our season.”