Late-Season Living Well Brand Advocate Program Secures More Than 3 Million Impressions

The California Avocado Commission’s Living Well Brand Advocates program raises awareness of the premium quality of California avocados and their health benefits by leveraging respected third-party nutrition, wellness and healthy lifestyle experts who share their love for the fruit on digital and social media channels. This season, the program consisted of six registered dietitian nutritionists and health and wellness influencers who showcased innovative California avocado recipes and created website and social media content for their own channels and those of the Commission. Featured here are highlights from three of the six Brand Advocates’ late-season activations.

From July – August, Manuel Villacorta, MS, RDN, Sophie Uliano, Board Certified Holistic Nutritionist, and Patty Mastracco, Culinary Expert shared their preference for California avocados and encouraged their followers to look for the California avocado label when shopping for avocados. These Living Well Brand Advocates crafted articles, videos, recipes and creative social media content showcasing the versatility of California avocados, the fruit’s seasonality and the benefits of adding the fruit to a healthy lifestyle and diet. They also encouraged their fans to visit the CaliflorniaAvocado.com website by embedding links to the site within their digital content.

Each of the advocates created California avocado recipes around a specific on-trend theme. Manuel Villacorta focused on the “Meat and Veggie Blend Trend” by developing a creative comfort food — California Avocado Veggie-packed Meatloaf. He created a video, which he shared on his YouTube channel, demonstrating how to prepare the recipe while discussing the nutritional benefits of California avocados and incorporating California difference messages. To broaden the reach of his video, Manuel shared it on his Facebook and Instagram pages and promoted it in his newsletter, which is distributed to 10,000 subscribers.

Sophie Uliano concentrated her efforts around a Lifestyle and Your Immune System theme. During her popular Monday night Facebook Live session, Sophie spoke about the four immune-boosting foods she “cannot live without” and showcased her preference for California avocados and the ease with which the fruit pairs with her other immunity-boosting favorites. She also wrote an article around this same theme that was shared on the California avocado consumer website with an embedded link to a recording of her Facebook Live California avocado session.

With families spending more time together, Patty Mastracco shared the benefits of cooking together as a family by producing a video with her son — Plant-based Food Coach Ben Mastracco — demonstrating how to make California Avocado, Zucchini and Cheddar Waffles. This simple recipe demonstrated how children could learn to cook and help get meals on the table. During the video, they discussed the versatility of California avocados and how to get kids cooking in the kitchen. Patty also shared an article around this same theme on the California avocado consumer website.  

In total, the late-season activations of these three Living Well Brand Advocates contributed to the more than 3 million impressions secured by this robust program, helping the Commission build awareness about California avocados with a consumer audience interested in nutrition, wellness and healthy lifestyle habits.