Retailers Celebrate California Avocado Month with Contests, Cross-promotions and Special In-store Events
Throughout the month of June, targeted retailers across the state celebrated California Avocado Month with a variety of unique events, demos, contests and recipes showcasing how easily the fresh local fruit can be incorporated into summertime meals and holiday menus. As part of the celebration, the California Avocado Commission (CAC) hosted a California Avocado Display and Sales Contest for targeted retail partner produce and service deli departments.
Working with the Commission, each retail partner crafted unique California avocado events and promotions. For Gelson’s, CAC created a display contest. The stores also provided shoppers with fresh samples of California avocados and Houweling’s tomatoes served on Gelson’s artisanal bread and copies of the United Plates of America recipe booklets. From June 1 – 25, Gelson’s ran a coloring contest for youth in four California counties, providing winners with a CAC swag bag and a $25 American Express Card.
Gelson’s also hosted a California Avocado Festival where children of all ages participated in Father’s Day events — coloring avocado-themed pages and taking home California avocado bumper stickers and tattoos.
Bristol Farms and Lazy Acres also participated in a display and sales contest, creating in-store promotional displays that showcased locally grown avocados and fresh-made California avocado guacamole.
The Commission played host to Albertsons, Vons and Pavilions bloggers and its marketing team with a California Avocado Grove Tour. The tour kicked-off the retailer’s Local Grown Campaign, which features California avocado grower signage in their produce departments.
In Northern California, Raley’s ran a consumer California avocado Summer Best BBQ recipe sweepstakes as part of their California Avocado Month celebration. To encourage Raley’s shoppers to enter the contest, the Commission crafted customized images that were shared on Raley’s social media channels. In addition, the Commission encouraged its Facebook fans to enter the sweepstakes. Weber BBQ grills were awarded to two winning consumers.