Restaurant Brands Celebrate California Avocado Season
The California Avocado Commission partnered with three western restaurant chains to celebrate California Avocado Month and encourage demand for the fruit during peak season. All three chains — Nordstrom, Norms and Robeks — showcased the California Avocados brand logo on their websites throughout the promotion period.
From May 31 through July 4, more than 100 Nordstrom foodservice outlets in the western U.S. featured QR code based in-store POS assets and menus. The QR code linked to California avocado-branded content including a custom-made “Farm to Fork” video that provided viewers with a unique tour of a California avocado grove and packing house. The campaign was supplemented with unique email blasts, and posts on LinkedIn, Instagram and Facebook.
In support of California Avocado Month, beginning June 1, Robeks units in Arizona, California, Colorado and Ohio brought in California avocados and showcased three avocado toast menu items — Classic Avocado Toast, Everything Avocado Toast and Avocado and Egg Toast — for their diners in these 60 units. The chain’s promotion, which extended reach in Colorado and Ohio among Robeks’ customers, ended June 30.
In Southern California, 22 Norms units ran a cross-merchandising incentive celebrating California avocado season with a customized email blast to more than 131,000 subscribers. The email included a California avocado merchandise giveaway that also was showcased on the chain’s social media channels and its mobile app. The promotion ran from May 30 through July 5.
By partnering with these restaurant chains, the Commission was able to secure distribution of California avocados, feature the fruit in unique meals away from home, build awareness of peak season and encourage loyalty for the brand. By running a cross-merchandising campaign, the Commission also furthered its reach by providing diners with opportunities to showcase their love of the fruit with California avocado-branded merchandise.