BUILDING ANTICIPATION FOR CALIFORNIA AVOCADO SEASON
The California Avocado Commission (CAC) is actively building anticipation for the 2019 California avocado season, teasing targeted consumers with social media communications and working with retailers and foodservice operators to set up timely crop transitions and customized promotions. Some smaller California retailers have already transitioned to California avocados, with early harvest in January supporting “Big Game” displays. With the current estimate for this year’s California avocado crop at 175 million pounds, distribution will be targeted mainly to California and the West. With targeted distribution, the California avocado harvest is expected to build in March with peak volume availability from April through July.
“We’re building anticipation now, letting targeted consumers know that the season is coming via social media, The Scoop blog and communication by California avocado brand advocates,” said Jan DeLyser, CAC vice president marketing. “Major media support will kick off in April and continue through the July 4th marketing period, with customer-specific programs implemented before, during and after the media campaign.”
With a smaller 2019 California avocado crop on the horizon resulting in a tighter budget, the Commission had to make tough decisions about which marketing programs to keep, add or let go of in order to optimize marketing expenditures and impact. The Commission’s marketing team developed a support plan focused on California markets using outdoor, audio, digital (including Hulu TV) and social media platforms. Customized programs are being developed with participating retailers, along with plans for menu ideation sessions and marketing support for targeted foodservice chains.
CAC is continuing its Made of California marketing campaign this year and has developed a series of grower videos that showcase the care that goes into growing California avocados. These videos, along with custom content from digital and social partners, will be targeted to the consumers who demonstrate a preference for purchasing California avocado when available.