California Avocado Month Public Relations Campaign Expected to Garner 70 Million Impressions
In honor of California Avocado Month, the California Avocado Commission partnered with a popular food hall, a well-known local chef and a collection of culinary-minded bloggers to showcase a unique array of California avocado dishes consumers can enjoy during peak season.
To kick off the month-long celebration, the Commission hosted a media event at Little Italy Food Hall in San Diego, CA, featuring one-of-a-kind California avocado dishes that will be available to the public throughout June. Attendees sampled, for example, two dishes created by Chef Sam Zien, of Not Not Tacos, that will be sold exclusively at the food hall. Guests also had ample opportunity to capture mouth-watering photos of the dishes and share them on their social media channels. The 30 guests included representatives from Travel + Leisure, San Diego Family Magazine and WHERE San Diego.
The Commission will showcase Chef Zien’s celebratory recipes — California Avocado and Crab Flatbread with Garlic Aioli and Pearl Couscous with California Avocado and Crispy Tofu — in press releases, media materials and social posts throughout June.
To round out the California Avocado Month public relations campaign, ten top-tier bloggers developed unique California avocado recipes, beautiful photography and personalized stories to share on their blog and social channels. The bloggers’ recipes are being shared from the end of May through early June.
The Commission anticipates garnering 70 million impressions through California Avocado Month coverage in traditional and social media, press releases, in-restaurant promotions and blogger partnerships. Integrated campaigns such as this help keep California avocados top of mind, showcase the premium fruit’s versatility and encourage consumers to look for California on the label when purchasing the fruit.