California Avocado Month Public Relations Campaign Earns Double the Expected Number of Impressions
California Avocado Month is a celebration of peak season availability — an opportunity for fans and blogger advocates to attend California Avocado Commission-branded events and enjoy new recipes crafted by the Commission’s chef partners. The Commission’s integrated public relations (PR) campaigns keep the fruit top of mind for consumers throughout the month of June, while also educating fans on the unique origin and history of California avocados.
As part of California Avocado Month, the Commission partnered with top-tier vendors at San Diego’s newly unveiled Little Italy Food Hall to showcase the fruit in one-of-a-kind California avocado dishes throughout the month of June. To introduce the partnership, CAC hosted a launch event at the food hall for 30 influencers and media members, including representatives from Travel + Leisure, San Diego Family Magazine and WHERE San Diego. Small groups of the invited guests joined members of CAC’s marketing team, as well as local California avocado grower and CAC Board Secretary Jessica Hunter, on a tour of the food hall where they visited each food vendor to sample diverse California avocado dishes. Each chef explained their inspiration and the development process of the menu item to the assembled guests. Attendees then gathered to enjoy a final few dishes while watching Chef Sam Zien of Not Not Tacos prepare Pearl Couscous with California Avocado and Crispy Tofu and California Avocado and Crab Flatbread with Garlic Aioli. Guests also listened to remarks from CAC’s Vice President Marketing Jan DeLyser as she spoke about the value of California avocado menu items and learned about the California avocado growing process from Hunter.
To extend the reach of California Avocado Month, the Commission also partnered with ten influential bloggers. Each of the bloggers created a unique California avocado recipe and then shared those recipes, coupled with high-quality photography and captivating personalized narratives, on their blogs and social media channels. Alyssa Gagarin of Meal Prep Chef shared a mouthwatering photo of her Crab Stuffed California Avocados with Mango Salsa recipe and Cara Carin of Cara’s Kitchen created a SoCal Summer Panzanella Salad Featuring California Avocados to celebrate California Avocado Month. The posts showcased the versatility of California avocados, encouraged consumers to enjoy the fruit during its peak season, promoted the nutritional benefits of the fruit and highlighted its unique California history. The Commission supported the program on its own Facebook, Twitter and Instagram channels in May and June as well.
By showcasing California avocados in a popular, up-and-coming area of the Little Italy district and other heavily trafficked communities in San Diego, sparking California avocado conversations on a wide range of social media channels, and piquing the interest of traditional media, including articles from San Diego Patch and USA Inquirer. Traditional media coverage resulted in 39 million impressions. Press release distribution contributed an additional 91 million impressions and blogger impressions reached 1.7 million. The overall California avocado month program garnered more than double the expected impressions: 131 million!