To encourage momentum for purchasing California avocados during peak season, the California Avocado Commission partnered with the retail giant Albertson/Vons/Pavilions chain to host in-store “Come Shop with Me” activations with 10 local social media influencers. Continuing to prioritize retail-focused strategies to maximize impact and generate awareness during peak season, the Commission designed the effort as an opportunity for trusted influencers to capture content that allowed consumers to follow them from the in-store avocado purchase to their kitchens for an inspirational recipe creation.
The “Come Shop with Me” series took place throughout June 22 – 24 at three southern California store locations -- the Garnet Street Vons store in San Diego, the Girard Avenue Pavilions in La Jolla and the Sepulveda Boulevard Albertsons store in Carson. Each of the 10 influencers visited one of these chosen locations and captured content that showed them shopping for and selecting California avocados, including external shots of the store, traveling through the produce department and close ups of the locally grown fruit in California avocado displays. Later, each influencer developed content around a unique California avocado recipe they created in their home kitchens. In total, the influencers produced more than 30 pieces of social media content that encouraged their followers to purchase sustainably farmed California avocados and try new ways to enjoy the fruit in season. The social reels and stories shared a link to the CaliforniaAvocado.com store locator as an easy way for users to find where to buy locally grown California avocados nearby. The content, designed to drive retail traffic to stores carrying the fruit during peak season, is on target to garner more than 250,000 impressions. Check out one example on Instagram.
