Retailers Encourage Shoppers to Celebrate the 4th of July with California Avocados
As Americans prepared to celebrate the 4th of July, the California Avocado Commission (CAC) and targeted retail partners encouraged shoppers to add California avocados to their summer holiday menus with a series of in-store, print and online promotions. The American Summer Holidays promotions — which included flyers, recipe videos, social media posts and on-site demos — built awareness of the California avocado brand while demonstrating the versatility of the premium fruit.
To drive sales of California avocados in core markets, the Commission provided select retailers with California avocado-branded POS materials, helped fashion customized promotions and sponsored sales and display contests that rewarded produce managers and supervisors for outstanding execution and sales performance.
Safeway Northern California encouraged shopper participation by hosting their second Fresh-made Guacamole contest. Costco launched a QuickAndEasy Recipe Video on its website the week of June 25 (the video continues to reside on the Costco Recipe Website and has been seen more than half a million times) and further promoted the summer recipe video with a Facebook live post. Sam’s Club members enjoyed fresh slices of California avocado seasoned with chipotle lime spice mix, served on Late July Chipotle Nacho chips while shopping. Redner’s Warehouse Supermarkets ran two feature ads with the California Avocados brand logo and in the week leading up to the 4th of July, provided California avocado recipe flyers at all in-store demos. Redner’s also showcased the fruit on its website with a series of recipe videos throughout the second half of June. Both Mollie Stone’s and Bristol Farms participated in summertime display and sales contests.