Throughout the month of July, California avocados were showcased as the “Pick-of-the-Month” at 570 Hy-Vee locations across eight states in the Midwest. The promotion, which was aligned with the availability of peak-season fruit, was part of the California Avocado Commission’s month-long sponsorship of Hy-Vee’s dietitian program. By targeting locations outside the Western United States, the Commission built upon its goal of expanding beyond core markets with a retailer enthusiastic about building awareness of California avocados in the Midwest.
As part of the partnership, CAC provided Hy-Vee’s network of 55 dietitians with California avocado content and messaging in a detailed resource guide. The program kicked off with an article in the Hy-Vee Health newsletter, which is distributed to 441,000 subscribers. A second article, Hy-Vee Health 360: Think Outside the Pit: 5 Fun Ways to Use Avocados appeared later in the month. The second article focused on “local-ness” and sustainability messaging — “Since California Avocados are grown right in our country, there is a shorter distance between you and the orchard. This both means a reduced risk of damage during transit and minimized carbon emissions during shipping.”
This multi-layered program showcased California avocados during multiple television segments with Hy-Vee dietitians. KCRG/ABC’s “Hy-Vee dietitian explains how to make a healthy pasta salad for your next summer cookout” segment ran on July 1. The dietitian called out California avocados as the Dietitian Pick-of-the-Month and incorporated key nutrition messages, as well as a California avocado recipe brochure. On July 15, KCRG/ABC ran a California avocado-centric segment titled, “Hy-Vee dietitian shares how food can act as a secret weapon against stress”. The We Are Iowa show aired “How to enjoy the unique flavor and health benefits of avocados” using a set featuring a display of California avocados with brand stickers and the new recipe brochure. The July 16 piece shared the nutritional benefits of the fruit as well as easy recipe ideas. WHO13/NBC ran a July 17 segment featuring Jen Blaser, Hy-Vee RD, who spoke about California avocado growers’ dedication to the crop, the land and sustainability. The display included very visible signage and fresh California avocados, with nearly half of the 5-minute segment dedicated to the California fruit.
In store, the locations featured California avocado messaging on the intercom as well as the California Avocados logo on in-store print materials and signage. The nutritional benefits of avocados were showcased during in-store and/or virtual classes, store tours, events and individual counseling.
California Avocados branding also was amplified on the Hy-Vee dietitians’ social media platforms with posts focused on the California advantage. In addition, CAC secured California avocado banner ad placement on the Hy-Vee dietitian website and in promotional spots within Hy-Vee's digital health portal. The Hy-Vee Health Portal is called Hy-Vee Healthy You, a new health and wellness subscription service designed by Hy-Vee dietitians to help individuals develop healthier lifestyles through personalized nutrition counseling, preventative health screenings and more.
To generate local market media coverage, the Commission released a media advisory that resulted in multiple newspaper articles showcasing California avocado nutrition messaging and the fruit’s “local-ness.” On July 1, the Fairbault Daily News ran the Hy-Vee Dietitian’s newsletter article in its entirety (Hy-Vee Dietitian: Think Outside the Pit — 5 Fun Ways to Use Avocados). The Grain Valley News/Health Nutrition Section also showcased the article in its July 17 edition.
The month-long program was designed to build California avocado awareness in the Midwest while increasing consumers’ knowledge about the health benefits of the fruit and piquing their purchasing interest via new recipe and usage ideas.
