Brand Advocate Program Garners Nearly 83 Million Impressions During Early 2021 California Avocado Season
As part of its California Avocado Brand Advocate program, the California Avocado Commission partnered with six advocates who have an influential social media following and sizeable blog channel viewership to share compelling stories, beautiful photography and unique California avocado recipes with their followers. By leveraging respected third-party spokespeople, the Commission is able to expand its reach through digital channels while developing robust relationships with credible influencers.
The 2020-2021 brand advocates include Adam Merrin and Ryan Alvarez of Husbands That Cook, Ashley Boyd of Pink Owl Kitchen, Beth Brickey of Tasty Yummies, Brandi Crawford of Stay Snatched, Elizabeth Van Lierde of The College Housewife and Emilie Hebert of Emilie Eats. They began publishing California avocado-themed blogs and social media posts in March to kick off the season and continued that momentum with fresh photography, recipes and conversational blog posts in April.
Because the Commission’s brand advocates come from different backgrounds, each of them can provide unique perspectives and California avocado recipes that appeal to a wide range of consumers. While the Commission provided specific trending topics for each month — “Low Waste Meals” in March followed by a “Heritage Cooking” theme in April — to guide the brand advocates in their recipe and blog post ideation, each influencer crafted a unique take on the theme based on their specific culinary interests.
To build awareness of California avocados among their combined 20 million-plus followers, the brand advocates showcased their storytelling talents, unique perspectives and love of California avocados while highlighting the seasonality and versatility of the fruit. Their communications also encourage followers to look for the California label when shopping at their local grocery stores. To expand the reach of their content beyond their own their blogs and posts on Facebook, Instagram and Pinterest, the brand advocates celebrated their partnership with the Commission by tagging California avocados in social posts to drive traffic to the Commission’s social channels. Collectively, in March and April the brand advocate program garnered nearly 83 million impressions via blogs and social content, driving awareness of the opening of the 2021 California avocado season. The Commission’s brand advocates will continue to generate fresh California avocado-themed content throughout the season to generate enthusiasm about the availability of the premium fruit.