The California Avocado Commission (CAC) unveiled a new advertising campaign that reflects in a very creative way what the Golden State has to offer, using the theme “The best avocados have California in them”.
The campaign, along with a marketing program, aims to support this season’s California avocado crop, estimated in 369 million pounds, 70 percent more than last season.
The CAC ‘s new advertising campaign begins in March with a combination of traditional and digital media in the West and a focus on California.
Jan DeLyser, California Avocado Commission vice president marketing, said: “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,” including freshness, summer, dreams, sunshine, love, vibes, coasts, and Zen.
The CAC describes the art as bold and playful, and some are animated for digital media. In addition to partnering with illustrators, CAC teamed up with popular California-based shoe and clothing retailer Vans.
The Vans brand represents effortless California cool and with their partnership, the Commission 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. There are programs with top-tier artisan chefs and Influential bloggers who are contributing to CAC’s The Scoop blog and to their own channels.
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To help publicize California avocado season, this year the Commission is a sponsor of several well-known foodie events where targeted consumers and influencers are participating.
CAC 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, where California Avocado Zen Cocktails were served and 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.
Avocado season is expected to build into March, with peak volume availability from April through the American summer holidays. Some of the harvests are expected to continue beyond September.