The California Avocado Commission is bringing back its integrated marketing program for Fourth of July with a program that features consumer and trade advertising, social media, public relations and customized retailer support. The U.S. avocado category shipments are expected to hit more than 120 million pounds during the Fourth of July merchandising period, which is an increase of more than 2 million pounds over last year.
“California is the only commercial domestic source of Hass avocados, making California avocados the best choice for patriotic promotions,” Jan DeLyser, CAC vice president marketing, said in a press release. “From Memorial Day to the Fourth of July to Labor Day California avocados are a natural fit.”
The commission’s online campaign includes a webpage with more than a dozen California avocado recipes that are perfect for summer entertaining, such as burgers and hot dogs, picnic salads like potato salad and coleslaw and more. CAC will support the Fourth of July promotional period with a post on its The Scoop Blog and recipe newsletter. Targeted digital advertising will call attention to the summertime recipes and remind consumers that California avocados are in season.
CAC’s consumer public relations outreach includes blogger campaigns and summer entertaining recipes by Chef Trey Foshee of Georges at the Cove in San Diego, and Chef Pink of Bacon & Brine in Solvang.
“California avocado quality is outstanding and now, leading up to and through the holiday, is a great time to merchandise them with point-of-sale materials calling out the Fourth of July and American Summer Holidays,” said DeLyser.
The Commission is providing customized retail support including sales contests, feature ads and displays themed to the Fourth of July and American Summer Holidays. Retailers who merchandise California avocados can order point-of-sale materials from the CAC website.
Source: The Produce News