Season Opener Public Relations Campaign Garners Notice in Print, TV and Social Media Channels
To generate excitement and build awareness of the start of the California avocado season, the California Avocado Commission (CAC) launched an integrated Season Opener program designed to capture the attention of consumers via multiple touch points. A robust media outreach strategy paired with new recipes and in-restaurant promotions showcasing the versatility of the seasonal fruit generated buzz among California avocado fans eager to enjoy a fresh crop of their favorite fruit while it is at its peak.
The Commission kicked off the season with an April 6 media luncheon at Hawk’s Provision and Public House in Sacramento. CAC partner Chef Mike Fagnoni prepared a four-course meal featuring California avocado-centric dishes for 30 media representatives and influencers. Chef Mike began by demonstrating how to safely cut a California avocado and then prepared one of the courses — a California Avocado and Roasted Beet Salad. Attendees also enjoyed a California Avocado and Lemon Créme Fraîche Soup, California Avocado Tartine with Grilled Shrimp and a California Avocado Chocolate Tart. Attendees were given the opportunity to capture high quality content with a professionally staged and lit photo area, as well as ask Chef Mike and Commission representatives questions. Coverage from the event included a broadcast segment on Sacramento’s KXTV local news station and a print story in Sacramento’s food and culture magazine, Inside Publications. The event also received coverage in two trade publications and was showcased with accompanying Season Opener press releases.
Two of Chef Mike’s featured recipes — California Avocado and Lemon Créme Fraîche Soup and California Avocado and Roasted Beet Salad — were incorporated in a press release announcing the beginning of the 2019 California avocado season and touting the benefits of eating locally and seasonally. A special mat release featured these recipes and also was distributed to expand the program’s momentum.
To perpetuate local market outreach, CAC partnered with two artisan chefs known for their culinary creativity. Chef Pink, from the Solvang/Santa Barbara region and Chef Dolan, from the San Francisco/Bay Area, created unique California avocado recipes celebrating California avocados and the state’s cuisine.
To round out the program, the Commission collaborated with a variety of food and lifestyle bloggers to develop content and recipes promoting California avocados. The bloggers included:
- Jen Nikolaus, Yummy Healthy Easy
- Julia Mueller, The Roasted Root
- Kylie Mazon, Cooking with Cocktail Rings
- Whitney Bond, Whitney Bond
- Alyssa Gagarin, Alyssa Gagarin
- Jennifer Lee, Kirbie’s Cravings
- Elaine Gordon, Eating by Elaine
In total, the Season Opener program garnered more than 50,000 social media impressions and 1,000 social media engagements to date, with more expected.