2020-21 Retail California Avocado Summer Promotions
During the summer, the California Avocado Commission worked with major retailers on in-store promotional opportunities and integrated social media campaigns to drive awareness of California Avocado availability. Partnerships such as these help the Commission secure distribution opportunities, expand brand awareness, create a sense of urgency among consumers to enjoy the fruit during its peak season and broaden usage of the fruit among targeted audiences.
In July, CHEF’STORE locations promoted bulk and bagged California avocados with two feature ads, advertising flyers and an in-store sales contest. CAC hosted additional sales contests throughout July and August at Albertsons/Vons/Pavilions, Bristol Farms and Gelson’s. Save Mart, including Lucky and Food Maxx, also participated in a CAC sales contest, featured the fruit in social media posts and in a Summer Blast co-promotional opportunity with the California Milk Advisory Board Campaign. The chain also featured a California campaign ad on a digital billboard near a new Lucky California store in Pleasanton. Additional programs pairing California avocados with Hatch chiles took place at Gelson’s, Mollie Stone’s and Save Mart.
Helping to expand usage of the Golden State fruit, Kroger ran a promotion featuring a unique California avocado recipe ebook and showcased the Commission’s Avocado and Egg Breakfast Muffins recipe. Nugget Markets conducted a California Avocado Blitz through the latter portion of the summer while Stater Bros. ran Summer Grill and Chill promotions that featured a new California Avocado Hatch Chile Grilled Cheese recipe. Hy-Vee units featured California avocados as the Dietitian’s Pick of the Month for July and Sprouts featured the fruit in its California-themed in-store campaign. Raley’s showcased fresh California avocados in their Summer Promotion and Safeway NorCal made a California-focused merchandising push and ran summer ad features. New Seasons shared a digital flyer to encourage consumers to purchase the fruit during peak season and PCC Community Markets held a member event in which attendees learned how to incorporate California avocados when entertaining.
The Commission also helped targeted retailers integrate in-store California avocado promotional activities with coordinated social media posts. CAC planned, developed and implemented a variety of multi-platform social media programs unique to each targeted retailer that could be shared on a retailer’s digital and social platforms, and crafted complimentary social and digital advertisements. These assets also were shared on the Commission’s Facebook, Instagram and Twitter channels to promote the availability of the fruit at retail partners’ locations with links to the “store locator” on the CaliforniaAvocado.com website.
Social media support was provided to a variety of key retail partners. Nugget Markets ran two summer-themed giveaways that were shared on their social media platforms. Their Daily Dish e-newsletter encouraged consumers to enter the California avocado-themed contests and spotlighted the fruit in a “Foodie FAQs Part II: Avocados” article. CAC worked with Mollie Stone’s on a “Meet the Farmer” thematic featuring California avocado growers Dorcas McFarlane and Gordon Kimball that was shared on the Mollie Stone’s website and Facebook and Instagram channels.
By providing retailers with social media support the Commission was able to promote availability of the fruit, drive consumers to participating retail stores and leverage the communications power of third-party advocates who shared key California avocado messaging, recipes, usage and versatility ideas across their websites, e-newsletters and social media channels. The social media activities, which kicked off in March, have garnered 4.1 million impressions thus far.