The California Avocado Commission (CAC) says that America’s Fourth of July holiday festivities—at the heart of the California avocado season—make for the perfect time for avocado consumption. This year, CAC plans to build on the success of last year’s integrated marketing program designed to put California avocados on picnic tables, at barbecues and everywhere consumers are gathered for Fourth of July celebrations. The program includes television advertising in California, general market radio, print and online advertising, public relations outreach, in-store retail support, new recipes, online and social media activities.
“Last year we set a goal for the Fourth of July to become one of the top avocado consumption events of the year,” says Jan DeLyser, VP of marketing for CAC. “We were blown away when the Fourth of July consumption in 2012 skyrocketed to the top avocado consumption occasion. We thought it might take some time to get there but, with growing consumer demand and availability of consistent quality fruit in season, we have a winning combination. This year the industry is forecasting a whopping 96.4 million pounds of avocados for Fourth of July consumption.”
CAC’s consumer advertising for the Fourth of July encourages shoppers to “add a little green to your red, white and blue” and features an all-American rendition of the commission’s California avocado grower campaign. CAC reveals that the TV commercial in California markets evokes a nostalgic, all-American mood and features California avocados in traditional American fare such as burgers, hot dogs and picnic salads. Print ads also showcase a recipe on its way to becoming a holiday classic, Firecracker Guacamole, which is served in a hollowed-out mini watermelon. Consumers in CAC’s advertised markets will hear radio commercials, see the advertisements in outdoor media and experience in-store promotion.
California avocado recipes for picnics and barbecues encourage usage in favorite American summer holiday dishes. A new recipe for Guacamole Potato Salad, one of several new recipes that encourage a higher produce ring with most of their ingredients coming from the produce department, is already one of the top CAC recipes shared by consumers online. It is included in CAC’s “Have a Blast with California Avocados” recipe booklet, now available for order here, along with customizable point-of-sale materials supporting American summer holidays. The recipe booklet features patriotic/fireworks-themed recipes such as California Avocado Red, White and Blueberry Salsa, one of several included in the Commission’s co-marketing promotion with Naturipe Berries.
CAC’s Independence Day promotions
Third-party registered dietitians (RDs) are promoting the nutritional benefits of California avocados for Fourth of July and American summer holidays through media appearances, recipe development, social media promotion and blog posts. Liz Weiss, MS, RD, and Janice Newell Bissex, MS, RD, known as The Meal Makeover Moms, created a beef and black bean hamburger and nutritious pasta salad recipe featuring California avocados.
CAC’s Fourth of July push includes online and mobile marketing with an email recipe newsletter, themed microsite reflecting the print advertising campaign creative and a consumer recipe contest featuring prize packages, including Weber grills and California avocado gift boxes. Social media outreach also is an integral part of CAC’s Fourth of July communication plan.