To showcase the versatility of California avocados and build brand awareness during peak season, the California Avocado Commission partnered with five western region social media influencers who created engaging content of inspirational, on-trend recipes featuring California avocados as the star ingredient. The campaign exceeded the Commission’s goal of 2 million impressions, garnering more than 3.6 million as well as 68,000 engagements.
The Commission selected five respected influencers based in the western U.S., who also had high numbers of followers residing in key CAC distribution markets where California avocados were available for purchase at retailers. The influencers included @HermanAtHome, @WhisperOfYum, @MaxisKitchen, @HungyEmpire and @MyManaBites. Each partner shared their video recipe content featuring California avocados on their social media channels to pique consumer interest in California avocados and drive purchase intent where the fruit was widely available. The recipes — which included recipes such as Sushi Bake Cups with Salmon and California Avocados, an Indian-inspired California Avocado Sandwich and California Avocado Crunch Wraps — demonstrated how the locally grown fruit could easily fit into different cuisines and flavors.
The content was shared across the influencers’ Instagram, TikTok and YouTube channels from May through August. To broaden the audience, the posts either included California avocados as a collaborator or tagged the brand. As a result of these partnership efforts, the influencers’ content showed up in the California avocado social feeds, expanding its visibility with targeted consumers. By sponsoring these posts, CAC significantly expanded the reach of the California avocado recipe content and provided relevant and engaging content that resonated with California avocado followers.
