The California Avocado Commission (CAC) has extended its consumer advertising campaign that promotes the tagline “the best avocados have California in them”.
New creative designs that playfully illustrate the California lifestyle, connecting the fruit with the locale, have been added to the campaign rotation.
Jan DeLyser, CAC vice president marketing, said the commission has partnered with 10 artists who “brought to life the CA in avo-CA-dos with artwork designed to amplify the connection between California and avocados in a way that is unforgettable”.
Additional campaign executions illustrate the Golden State lifestyle and state of mind and link them to California avocados, including ads themed around colours, creativity, culture, drives, hope, kindness, sights, skies, taste, waves and wonder.
Based on the exceptional power of streaming video in reaching California avocado target consumers, CAC teamed up with top streaming partners Hulu, Popsugar and Viant to deliver campaign video ads.
To reach premium culinary audiences, CAC established new programmes this year with the Food Network and Tremor Video. CAC’s consumer media programme reaches targeted avocado shoppers in Arizona, California, Colorado, Nevada, Oregon, Utah and Washington.
“Our video ad program includes “Where To Buy” banner overlays that drive consumers to the closest retail location carrying fresh California avocados,” said DeLyser.
“These digital ads and customised marketing programs for retailers have been received very well by CAC’s retail partners.”
CAC also will engage with avocado shoppers as they listen to their favourite music on Pandora and Spotify. Out-of-home advertising in four major California markets — Los Angeles, Orange County, San Diego and San Francisco — provide extra support in the areas closest to where California avocados are grown.
Social and digital marketing via Facebook, Instagram, Pinterest and Twitter continues to be a key part of CAC's marketing support, as does its online merchandise store.
“We’re excited that the California avocado harvest and CAC’s seasonal advertising support has begun,” said DeLyser. “Harvesting is expected to continue past Labour Day (US), with peak availability of premium California avocados beginning in time for Cinco de Mayo and Mother’s Day.”