Retail Promotions Showcase California Avocado Growers and Their Fruit
From February through early August, custom California avocado retail digital promotions ran on the social channels, digital platforms and mailers of targeted top-tier retailers. These multi-platform promotions, which complemented the California Avocado Commission’s own digital retail marketing promotions, showcased California avocado-specific messages and California Avocados branding. By speaking directly to retail customers through their social media platforms, the Commission encouraged demand for the fruit during peak season while building brand loyalty. Ultimately, these combined retail promotions garnered nearly 700,000 impressions during this time frame.
The Commission encouraged key accounts such as Albertsons-Vons-Pavilions, Gelson’s, Mollie Stone’s, Nugget Markets, Raley’s, Save Mart and Stater Bros. to create and run integrated social media campaigns to engage shoppers and build awareness of the availability of California avocados during peak season. To show support for these retailers, CAC also created and presented social and digital advertisements to the key accounts for their review and approval. The advertisements were then posted on the Commission’s Facebook, Instagram and Twitter platforms to promote the peak season. Further, to make it easy for customers to find available California avocados, the ads linked to CAC’s online “store locator.”
Throughout California Avocado Month, Albertsons-Vons-Pavilions ran weekly social media posts celebrating the Golden State fruit on its Instagram and Facebook accounts as well as across its banners. Gelson’s, in partnership with CAC, ran a month-long “hyper-local” produce promotion featuring the Lyall Family growers and hosting a giveaway across its social channels. Mollie Stone’s also celebrated California Avocado Month with a ”Cooking fresh with California avocados” themed sweepstakes. The retailer also shared a CAC-created video featuring grower Mike Sanders on its social platforms.
Nugget Markets showcased California avocados in its e-newsletter, the Daily Dish, and ran a giveaway on its Facebook and Instagram platforms. Raley’s also hosted a sweepstakes, partnering with the Commission on a themed “Get your grill on” Instagram consumer contest that featured CAC’s delicious California Avocado Steak Sandwich recipe. To round out their promotions, Raley’s shared a video reel on its Facebook channel featuring California avocado grower Mike Sanders.
Stater Bros. created a video reel for their Instagram and TikTok channels featuring California avocados in a breakfast recipe. As part of its National Avocado Day (July 31) celebrations, Save Mart engaged and educated consumers with a video of Mike Sanders speaking about how California avocado trees hold two crops simultaneously. The video was shared on both its Instagram and Facebook platforms.