To encourage demand for California avocados during peak season, the California Avocado Commission partnered with two retail chains to host in-store influencer events where attendees could capture content for their social channels that would build excitement around the availability of the fruit at local retailers. To drive purchases of California avocados at the retail partners’ locations, CAC strategically partnered with trusted influencers based in the target market, who regularly cover local market food and culture and have a large number of their followers who also reside within the local area.
The Bristol Farms influencer event took place on April 5, beginning with a Carpinteria grove tour hosted by California avocado grower Rick Shade. During the tour, the 15 influencer attendees learned about the care and passion that goes into sustainably growing California avocados, CAC’s partnership with the retailer, and the premium quality of California avocados. They also picked avocados, captured photos and videos from the grove, and asked questions to gather information they could share with their followers. Attendees then visited the Santa Barbara Bristol Farms location, where they heard from CAC and a Bristol Farms representative about the importance of supporting locally grown produce. Attendees visiting the produce floor captured content for their social platforms and enjoyed a California avocado-centric lunch created by Bristol Farms including a selection of salads, a California Avocado Smoked Turkey Sandwich and Bristol Farms’ exclusive CaliCado Smoothie (which also was available in all Bristol Farms locations for a promotional period). Each of the influencers shared their in-store and in-grove experiences, as well as a California avocado dish they were inspired to make, via posts on their social platforms. The campaign generated more than 1.6 million impressions (the goal was 500,000) and delivered nearly 100 Instagram Stories and 15 high-quality videos.
A second influencer event was held June 12 at the PCC Community Markets location in Bellevue, Washington. Ten local influencers joined California avocado grower Catherine Pinkerton Keeling at this private, two-hour event where they captured California avocado content to share on their social channels. Attendees learned about the retailer’s commitment to providing fresh, sustainably farmed produce while enjoying a cooking demo and tasting a trending recipe — Korean Marinated California Avocados – that was hosted by a PCC culinary instructor. Catherine Pinkerton Keeling shared her family’s multi-generational history as California avocado growers, as well as insights around how growers tend to the land and the fruit every step of the way. Influencers then celebrated peak California avocado season and the fruit’s availability in-store at PCC Community Market locations by sharing content that featured in-store displays of California avocados and an inspirational California avocado dish of their making. Social media results from this campaign are expected to be finalized in September.
