Commission’s Custom Content, Influencer and Outdoor Campaigns Engage Foodie Audiences
Throughout peak California avocado season, the California Avocado Commission releases custom content and California-style imagery that captures the interest and imagination of Premium Californians and passionate foodies in key Arizona, California, Colorado, Nevada, Washington and Utah markets. By using a combination of digital channels, social media platforms and outdoor advertising, the Commission builds brand awareness and piques the interest of targeted audiences eager to learn new ways to enjoy California avocados.
This season the Commission continues to work with Food52, a proven partner that has demonstrated its ability to effectively reach a passionate foodie audience. This year, Food 52 will feature two videos by California experts who teach viewers how to prepare two unique California avocado dishes. These videos will be shared across the experts’ and Food 52’s social media platforms. One of these dishes also will be included in an episode of Food 52’s signature Play Me a Recipe podcast where popular cooks walk listeners through their most treasured recipes via voice-activated audio. During the podcast, listeners will receive insider tips, stories and tricks you simply cannot get from a recipe page. The partnership also includes three additional custom California avocado recipes that will be shared as videos and photos across various social channels including Instagram reels and TikTok — a social platform especially popular with a younger generation of avocado fans.
The Kitchn was selected as a new partner for the 2022 season because their audience closely aligns with the Commission’s targeted Premium Californians. The Kitchn attracts an audience composed of primary grocery shoppers who purchase fresh produce at least once a week and who value quality grocery items. As part of this partnership, five custom California avocado dishes were developed for the Commission and will be featured on the Kitchn’s website and social channels. The five dishes also will be integrated into “A Taste of California” interactive digital flowchart that features California culture, lifestyle, flavors and fun facts about California avocados. Two of the recipes will be featured in videos and shared on Instagram and TikTok.
To broaden its awareness with a wide variety of consumers, including the next generation of avocado lovers, the Commission partnered with five California-based Instagram and TikTok influencers. The influencers will help drive preference and loyalty for California avocados with videos showcasing how they use the Golden State fruit in their favorite dishes.
Rounding out the ad plan, the Commission is running outdoor advertising from late May through mid-July rotating several ad executions including the Hero Avocado creative and Sushi creative from “the best avocados have California in them” campaign. These engaging billboards, wallboards and digital motion units will capture consumers’ attention while they are out and about in Los Angeles, Orange County, San Diego and San Francisco. The engaging Sushi creative was selected to run near high traffic restaurant areas.
This integrated mix of content, recipes and imagery will reach a diverse audience and pique their interest in preparing and enjoying California avocados in a variety of snacks and meals during peak season.