Late Season California Summer Entertaining Program Secures More Than 50 Million Impressions
As the season progressed, the California Avocado Commission (CAC) launched the California Summer Entertaining campaign — a robust program that piqued the interest of consumers with unique recipes, interesting blog posts and mouth-watering photography, urging them to purchase California avocados while they were still in season.
The Commission targeted Sacramento — a culinary region recently noted in the 2019 California Michelin Guide — by partnering with East Sacramento-based Michelin-recognized Chef Brad Cecchi, Executive Chef and Partner of Canon, a fine-dining destination. To showcase the premium quality of the fruit, Chef Cecchi crafted two recipes: Quinoa Crusted Avocado Salad and Grilled Trout with California Avocado Watermelon Slaw and Green Goddess Dressing.
Chef Cecchi was invited to prepare one of his recipes on local broadcast affiliate Good Day Sacramento and discuss safe ways to handle avocados at home. California Bountiful will air another broadcast segment featuring Chef Cecchi’s recipes and helpful avocado usage and prep tips later this year.
To expand the reach of this partnership, the Commission distributed mat and press releases and conducted targeted regional outreach promoting Chef Cecchi and his California avocado recipes as the must-see and must-haves for late summer. Supplementing the chef outreach, the Commission partnered with 13 blogger advocates and additional recipe developers to create California avocado recipes, high-quality photographs and entertaining blog posts. Each of the content creators featured delicious California avocado frozen treats — including Blueberry Matcha Avocado Popsicles and a Vegan Mint Chip Avocado Milkshake — perfect for entertaining on hot summer days. These recipes, which showcased the versatility of the fruit, were shared on the content creators’ social media channels and blogs as well.
More than 49 million impressions were generated by the California Summer Entertaining campaign with another 1.3 million social media impressions garnered via CAC’s blogger partners.