Waze GPS Direction App Drives Consumers to Point-of-Purchase
At the May 16 California Avocado Commission Board meeting, the Board authorized an extension of this season’s marketing campaign to support the crop anticipated to be harvested later in the season. An example of one of the programs added to the marketing plan is advertising with Waze. Waze is a popular Google-owned GPS app for mobile devices that allows its 50 million users to get driving directions and report incidents like objects on the road, car accidents and police activity.
As part of the Commission’s advertising partnership, Waze users in California in July can get directions to the nearest store carrying California avocados. CAC worked with several retail partners to secure commitments to merchandise California avocados for the duration of the partnership to ensure the fruit is available when a consumer visits their stores.
When using the application, an avocado icon will pop up on the map. Upon clicking or tapping the avocado icon, users are taken to a screen showing the retail banner logo and approximate travel time to the retail location.
The Waze program is another tool that CAC uses to drive consumers to stores to purchase California avocados when they are available. High value and innovative promotions such as this keep targeted retailers motivated to stay with California-grown avocados as long as they are available.
Waze is a free application and is available to download at https://www.waze.com.