Customized Retail Influencer Programs Reach Consumers in Stores, on Digital Channels and via Print
By partnering with targeted retailers and crafting marketing programs specifically tailored to the retailers’ customers, the California Avocado Commission (CAC) can share California avocado brand messaging, unique recipes and versatile usage ideas with consumers in stores, at home or on the road. This season CAC’s retail partners — each of whom has demonstrated a willingness to pay a premium for the fruit — showcased California avocados at point-of-purchase, in mailers, on their websites and social media channels. In total, the retail influencer program secured more than 900,000 impressions.
Albertsons-Safeway hosted California avocado samplings of California Roll Poke Bowl at four of its locations, two in Southern California and two in Northern California. More than 900 samples of the recipes were dished out to customers, as well as more than 750 California avocado cutters and a collection of handouts showcasing CAC messaging and Albertsons-developed California avocado recipes. To leverage the communications power of third-party advocates, CAC RDN partner Manuel Villacorta hosted in-store demos at the San Francisco Safeway sharing his love for avocados and important nutrition information about the fruit with customers. Using his social media channels, Villacorta encouraged fans to visit him at the in-store demo. For those who couldn’t make it to the demos, videos of the California Roll Poke Bowl preparation were shared on Villacorta’s, Albertsons’ and Safeway’s social media channels.
The Commission also provided custom content to a variety of targeted retailers that was popular with customers. The Commission worked with Gelson’s marketing department to develop a California avocado-themed consumer sweepstakes. The contest attracted twice as many entries and “likes” than any other Gelson’s sweepstakes. In addition, CAC provided custom content for Sarah Wright, Gelson’s staff nutritionist, that she shared in her “Avocados Every Day, Every Way” blog. The post reached more than 3,200 people.
CAC developed an online sweepstakes with Raley’s marketing team that had a reach of nearly 45,000. Mollie Stones shared an Instagram post, a Facebook post and a blog titled, “California Avocado’s 4 Tips for Cutting Avocados Safely,” utilizing custom content provided by the Commission. The posts and blog garnered almost 2,000 impressions.” Assisted by content from CAC, Stater Bros. “The Best Way to Tell if Your Avocados Are Ripe” blog post attracted an audience of 200,000.
Finally, Kroger featured a grilled California avocado recipe in its nationally distributed Live Naturally magazine. A URL for the recipe was shared in the print version and a live link to the recipe was included in the online version. Together, the print and online magazines were circulated to 650,000 consumers.