The Commission’s Trade Marketing Plan Aligns with Consumer Campaign
California Avocado Commission (CAC) trade marketing is directed to retail and foodservice customers as well as others on the business side of California avocado sales. These customers are the gatekeepers; the decision makers who influence or determine when and whether California avocados are merchandised in retail stores and on foodservice menus. Communication via trade media is important because it tells the California avocado story to retailers, wholesalers, growers, shippers, wholesale clubs, buying brokers, foodservice distributors, foodservice operators, independent retailers, category buyers, merchandisers, store/restaurant managers, industry professionals and industry leaders.
Retail Trade Advertising
California avocado retail trade advertising this year runs from February through October (pre-season, season, post-season). The trade advertising campaign integrates with the Commission’s consumer advertising campaign, “The best avocados have California in them.” CAC’s trade ads have a similar look as the consumer campaign with adjustments to meet the ads’ target audience.
The CAC trade advertising launched in the February issue of The Snack magazine. featuring a two-page spread with a die-cut attached to the ad. The die-cut is the shape of an avocado with the same look and feel as an actual avocado. It is textured so that when “peeled” the reader will feel the texture of the avocado. Once the die-cut is removed, the inside of the avocado is revealed. This was the first textured die-cut to be featured in the publication.
The ad campaign features full-page print ads in The Packer, Produce News, Produce Business, Shelby Report West and The Snack magazine throughout the California avocado season. The digital campaign is a mixture of email ads, trailers, videos, video sponsorships, custom eblasts and a remarketing campaign, which directs a digital California avocado ad to targeted viewers who have previously visited select websites. The digital ads will run in The Packer, Produce News, Progressive Grocer, Fresh Plaza, AndNowUKnow, Perishable News, Winsight Grocery Business and The Shelby Report. One of the videos can be watched here.
The retail media plan includes 546 insertions generating more than 28 million impressions.
CAC launched the season with a two-page spread in The Snack magazine, as seen below. CAC’s ad was the first to use a textured die-cut for the look and feel of an actual avocado. The bottom ad is what is visible after the textured die-cut is “peeled” off the avocado.
The full-page ad (below) will run throughout the California avocado season in The Packer, Produce News, Produce Business, Fresh Digest and The Snack magazine.
The Commission’s foodservice advertising campaign, which began in March and continues through October, encourages foodservice operators to add California avocados to their menus in season. To break through the clutter in foodservice print magazines, CAC is using eye-catching artwork that integrates the consumer ad campaign graphics and tagline “The best avocados have California in them”, as well as visually appealing menu ideas featuring California avocados. The ads focus on the ease of adding “California” style with the incorporation of California avocados in any dish.
To reach culinary research and development professionals, menu developers, corporate chefs, foodservice marketers and sourcing/purchasing personnel, the Commission will run 13 print insertions during California avocado peak months (March through October 2020). The ads will appear in four magazines that reach different targets: FSR (chain operators – culinary, marketing and sourcing), culinary-focused Plate (independents and chain operators), Restaurant Business (chain operators – culinary, marketing and sourcing), and FoodService Director (college/university and business/industry operators – culinary, marketing and sourcing). Three creative executions will rotate in each magazine to reach the target audiences in the following foodservice segments: Casual Theme, Fast Casual, White Tablecloth/Hotel/Resort and Colleges/Universities. Twenty-four digital ads also will be used throughout the year to maintain awareness and messaging. The combined print and digital ads are expected to garner more than 2.3 million impressions.
To break through the clutter in foodservice print magazines, CAC is using eye-catching artwork and visually appealing menu ideas featuring California avocados.
Digital ads, like those below, help maintain California avocado awareness leading up to, during and after the California avocado season.