California Avocado Month Recipe Contest Generates More Than 45 Million Consumer Public Relations Impressions
Leading up to California Avocado Month, the California Avocado Commission hosted a crowd sourced recipe contest in which consumers creatively showcased their love for the fruit. With stay-at-home orders and continued safety measures heightened at the beginning of the year, the recipe contest provided the Commission with a means of engaging with consumers and leveraging the ongoing trend of cooking and enjoying meals at home.
The Commission partnered with Modern Luxury Magazines to reach a targeted group of influential, premium California consumers throughout the state. As part of the partnership, Modern Luxury posted 12 contributed articles, 12 dedicated email/newsletter distributions and three social media posts promoting California avocados and the recipe contest. The “California Avocados — History, Growers and Culture” video — which showcases the fruit’s rich history, the mark avocados have made on California culture and the commitment of California avocado growers — also was featured through four Modern Luxury publications: Angeleno, Riviera Orange County, San Diego Magazine and San Francisco Magazine.
The recipe contest encouraged consumers to get creative in their kitchen and discover new ways of preparing California avocados. The submitted recipes were evaluated by a judging team, with a handful of recipes selected for tasting. The winning recipe — California Avocado and Shrimp Pizza by Mary Beth Porucznik of El Cajon, California — was featured in a Modern Luxury photo and video shoot. Three finalist recipes also were featured with a photography session. The winner was awarded a $400 gift card and California avocado prize pack from the Commission, as well as a $1,000 check from Modern Luxury. The finalists each received a California avocado prize pack.
To celebrate California Avocado Month, the winner and finalists were showcased in a press release and through an extended media outreach in their home markets of El Cajon, Oakland, San Diego and Whittier. The winning recipes, which demonstrated the versatility and premium quality of the fruit, also were posted to CaliforniaAvocado.com to encourage incremental usage. Overall, media coverage of the winner/finalist announcement and California Avocado Month celebrations resulted in more than 45 million consumer public relations impressions.
Through the partnership the Commission also sourced more than two dozen new recipes, which are now the property of CAC, and secured high quality recipe images of the four chosen recipes, as well as a promotional video of the winning recipe. These assets will be used in the future to continue to drive awareness of California avocado season and inspire consumers to enjoy preparing the fruit at home.