California Avocado Grower Videos Showcase Craftsmanship Behind the Fruit
This season the California Avocado Commission (CAC) released a series of new California avocado grower videos showcasing the care and craftsmanship that goes into producing each California avocado. The videos were designed to engage CAC’s “premium Californian” and avocado super user audiences thereby building brand awareness and affinity while spurring growth in purchase intent.
Leading up to the 2019 season, the Commission released a playlist on its YouTube channel featuring new videos that provided a glimpse of the growing process and demonstrated that good avocados come to those who wait. To build anticipation for the California avocado season, CAC promoted a pre-season pre-roll video featuring the fresh fruit swaying gently in the breezes of a California avocado grove and noting the premium fruit was “almost in season”. The “California Avocado Season: Let’s Wait Together” video garnered 464,000 views.
In season, CAC shared two additional pre-roll videos — “California Avocado Season: Now in the Palm of Your Hand” and “California Avocado Season: Guacamole Season” — that together secured more than 1.2 million views. On YouTube the grower videos received nearly 1.7 million non-paid and paid views.
To expand the reach of the grower videos during the season, the Commission also shared and promoted the new grower videos on its Facebook, Twitter and Instagram channels. Each of the videos showcased the people responsible for growing California avocado fans’ favorite fruit and the care and craftsmanship of the process. To date, the new grower content has yielded a total of 387,000 video views, 6,000 engagements and 609,000 social impressions.
During California Avocado Month in June, the grower videos were featured in CAC’s monthly email newsletter. The newsletter included key messages about the California growing process, showcased the availability of the fruit and included a direct link to the CAC website’s grower landing page. The June email newsletter, which is distributed to more than 220,000 consumers, had an average open rate of 31 percent — well above the food and beverage industry average of 15 percent (according to CampaignMonitor).