California Avocado Summer Drive-in Movie Event Celebrates the Golden State Fruit

  • Aug 18, 2021

To celebrate California Avocado Month, the California Avocado Commission hosted the quintessential summer event — a drive-in movie night at Brea Mall where guests could enjoy a Southern California classic, Angels in the Outfield. The Commission chose a drive-in style event not only because it embodies California culture, but also because such events have grown in popularity as a safe means of gathering in person while enjoying the best of summer. As such, the California Avocado Summer Drive-in Movie event provided the ideal setting in which to promote the California Avocado brand.

As a lead up to the evening, which was the first in-person consumer event for CAC since the beginning of the pandemic, the Commission partnered with notable Southern California Chef E Dubble who developed two delicious and unique California avocado recipes perfectly suited for a backyard movie night or summer gathering — Fried California Avocado Toast with Caramelized Bacon and Arugula and Smoked California Avocado Jerk Chicken Skewers. A mat release featuring one of Chef E Dubble’s recipes secured placements in media outlets such as the Napa Valley Register, earning more than 69 million impressions. Local media — including Patch Orange County, Town Planner and That’s It LA also promoted the California Avocado Drive-in Movie event in advance, directing consumers to reserve their free tickets. These placements garnered an additional 6 million-plus impressions.

Media coverage in key California markets helped build awareness of the event — reservations for 140 consumer vehicles were confirmed for the special one-night event — and showcased California avocados’ seasonality and premium quality. VIP influencers from Foodbeast and Let’s Play OC also attended.

Upon arriving, guests received a CAC bumper sticker and specially designed cards touting the Commission’s partnership with Chef E Dubble and featuring his two summer-entertaining California avocado recipes. In advance of the movie, guests enjoyed an exclusive CAC-branded slide show featuring the CAC logo, mouth-watering images of Chef E Dubble’s recipes and messaging directing viewers to visit for California avocado-centric recipes perfect for the summer holidays and backyard barbecues. Guests also learned more about the unique history of the fruit with a showing of the California Avocado — History, Growers and Culture video as a precursor to the film. California avocado signage was placed throughout the venue

The event provided the Commission with an opportunity to reach targeted consumers at the local level and position California avocados as a brand synonymous with the California lifestyle, while offering consumers, media and influencers the opportunity to enjoy a night out in a manner respectful of social distancing measures.

California avocado signage and an exclusive CAC-branded slideshow reinforced CAC’s position as a staple of the California lifestyle.

Influencer Let’s Play OC’s Instagram platform showcased photos of the cards guests received with Chef E Dubble’s California avocado recipes.

CAC’s Vice President Marketing Jan DeLyser in front of the California Avocado — History, Growers and Culture video that was shown prior to the film.

CAC partner Chef E Dubble’s Smoked California Avocado Jerk Chicken Skewers recipe is perfect for summer entertaining.

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