The Commission has successfully embarked on collaborative virtual ideation sessions with chains’ menu decision makers that allow the Commission to fully engage with chain Research and Development teams while demonstrating inspirational California-style menu concepts that can easily be incorporated into the chains’ menu profiles.
The California Avocado Commission’s advertising campaign plays a critical role in sharing brand messaging with key industry decision makers. The media plan ensures high-frequency placement throughout the pre-season, height of the season and post-season.
Early demand for California avocados is high this year among targeted retailers, with both national chains and regional retailers indicating they are anxious for the start of the California avocado season. This year, due to market and harvest conditions, the early-season promotions at loyal retailer partners’ locations are focusing attention on spring and Easter.
In an increasingly competitive global market, it’s more important than ever to showcase “The best avocados have California in them.” The California Avocado Commission’s reprised consumer ad campaign does just that with creative designs that playfully illustrate the California lifestyle.
California Avocado Commission Retail Marketing Directors Carolyn Becker and Dave Anderson have begun calling on retailers, wholesalers and handlers to discuss promotional opportunities that will align the Commission’s marketing and merchandising activities while increasing demand for California avocados during the peak season.
Over the past several years, the California Avocado Commission has utilized its Tiered Account Program to maximize sales while monitoring and measuring the sales performance of avocados across the nation, in targeted regions, within markets and at retail chains. Using both AMRIC and retail point-of-purchase sales data, the Commission can fine tune its marketing programs and study the season’s...
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