California Avocado Commission Debuts New Advertising Campaign
IRVINE, CA - Just the phrase “California avocados” gets my heart pumping, and the California Avocado Commission (CAC) knows that most consumers feel exactly the same way! The association recently unveiled a new advertising campaign and marketing program to help support the California avocado crop, which is now building into spring and summer. This new campaign combines traditional and digital media with a blended focus on California.
“The Commission’s new advertising campaign theme is ‘The best avocados have California in them,’” stated Jan DeLyser, Vice President of Marketing. “Each consumer ad features the word ‘avocados’ with the ‘CA’ creatively transformed into an iconic representation of the best the Golden State has to offer. We’re making certain our targeted consumers can’t un-see California when they look at the word avocados.”
Variations of the new ads fill in the blank in an expanded phrase: “The best avocados have California _______ in them.” Some words have included the following: freshness, summer, dreams, sunshine, love, vibes, coasts, and Zen.
According to a press release, the artwork is bold and playful, and some is animated for digital media. In addition to partnering with illustrators, CAC teamed up with the ever popular Vans®. The Vans brand, the commission noted, represents effortless California cool. Through this partnership, the two companies made the iconic checkerboard slip-on shoe a key element of the California avocado “vibes” artwork.
In 2020, CAC’s public relations activities are again designed to encourage consumers to purchase California avocados in-season.
To further help publicize California avocado season, CAC is sponsoring several well-known foodie events where targeted consumers and influencers are participating. It was a local San Francisco sponsor of the James Beard Foundation’s Taste America® national tour, presented by Capital One®. Highlights from the sponsorship included a Raising the Bar event on March 5—which our very own Kayla Webb attended—where California Avocado Zen Cocktails were served. There was also the Taste America gala on March 6, where James Beard Award-winning chef Charleen Badman, a CAC spokesperson, provided samples of her Savory Avocado Tart recipe to 450 influential guests.
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