With the goal of increasing awareness, perceived value and preference for California avocados during peak season, the 2025 marketing campaign saw notable successes and significant wins, ultimately measuring an increased preference for California avocados among Californian avocado purchasers at 61% (up from 53% in 2024) and an increased value perception of California avocados, with 66% willing to pay more for them (up from 57% in 2024). The 535 million marketing impressions, which refers to the number of times branded content is displayed to California avocado consumers, reveals the reach and visibility of the brand this season. Impressions act as a benchmark for evaluating awareness, engagement and the overall effectiveness of CAC's marketing strategies. Tactics ranged from paid media advertising across digital, connected TV, audio, digital and out-of-home channels, social media, email and website content, public relations, influencer marketing, in-person events and more.
Highlights from the fiscal year include:
- 13.8 million store visits resulting directly from ads
- 535 million total consumer impressions, including 177 million earned publicity media impressions garnered through editorial story placements from unpaid third-party sources (a 640% increase from 2024)
- 25.3 million engagements (clicks, shares, saves, etc.) across digital and social media content
- Four in-person events — including a grove tour attended by 30 media, influencer, retailer and foodservice partners — along with three in-store retail events driving local buzz
The CAC marketing team will continue to optimize program elements to build on the success of last season’s efforts. Be sure to read next month’s Marketing Digest for a preview of the 2026 season tactics, including the Voice of the Grower campaign evolution.
