Peak Season Retail Promotions Showcase California Avocados for Summer Occasions
By establishing collaborative promotional partnerships with targeted retailers, the California Avocado Commission helps secure distribution — and builds demand — for the fruit during peak season. The Commission developed and executed a variety of retail promotions this season and the following highlights two of those programs.
During California Avocado Month, the Commission joined the Buy California Marketing Agreement (CA GROWN) and the California Table Grape Commission in leading the “Farmers Market” promotion at Save Mart and Lucky Supermarkets in Northern California. Throughout June, the promotion celebrated California-grown commodities including California avocados and spotlighted local agriculture with a combination of ads, coupons and in-store promotions.
Together, the produce organizations hosted a sales contest in Save Mart and Lucky Supermarkets units, ran specialty ads about local growers and provided in-store display bins featuring local produce. The sheer size and presence of the promotions within the retail units boosted shoppers’ awareness of locally grown summer products while attracting customers and encouraging sales. Further, the month-long event ensured the retail chain and handlers committed to carrying California avocados in all SKUs, including bulk large and small fruit, as well as organic and bagged avocados.
Throughout the month of July, 160 Fresh Market stores across 19 states east of the Rocky Mountains participated in a multi-pronged California avocados promotion. Fresh Market locations, which service targeted premium California avocado consumers, showcased the fruit across a variety of platforms. In stores, more than 2 million shoppers picked up the retailer’s July magazine with insertions showcasing California avocados. Customers also purchased containers of freshly made guacamole showcasing “Made with California Avocado” stickers and California Avocados brand messaging and each store featured the Golden State fruit on end cap displays. In advance of the summer holidays, the retailer posted July 4th online ads with the California Avocados brand logo encouraging shoppers to enjoy the fruit as part of their celebrations. These integrated retail promotions ensured California avocados remained top of mind with targeted consumers throughout the month of July.