Promoting California avocado consumption for Fourth of July is a major initiative for the California Avocado Commission, which for the third year is providing marketing support to associate American summer holidays and California avocados. The latest consumption projection for the Fourth of July is 104.7 million pounds of avocados, which may surpass both the Super Bowl and Cinco de Mayo events in 2014. For CAC the patriotic holiday is a straightforward strategic fit, both because it occurs during the sweet spot of the California avocado season and because California avocados are the only American choice for Hass avocados.
Key components of CAC’s Fourth of July program include a nostalgia-themed television ad airing in California, general market and in-store radio in the West, national Fourth of July-themed print and online advertising, an online microsite and social media marketing. The commission also is partnering with Naturipe Farms with recipe programs at the retail level.
“Retailer support the last few years has been instrumental in helping to build the Fourth of July into one of the top avocado consumption events of the year,” Jan DeLyser, CAC vice president of marketing, said in a press release. “This year the commission is once again providing marketing support to encourage California avocado consumption for the event, and we’re very pleased to be partnering with Naturipe for a second year with patriotic recipe ideas.”
The "Naturipe" brand will be featured in two California avocado recipes brochures available for retailers to order at CaliforniaAvocado.com/retailers-pos-order-form/. CAC’s fireworks-themed Have a Blast with California Avocados recipe brochure includes two recipes with Naturipe blueberries, and its California Fresh Snacking recipe brochure features a recipe for a California avocado half stuffed with a blueberry salad. That recipe is showcased on CAC print advertising as well. Packages of Naturipe blueberries have peel-off labels with a recipe for California Avocado Red, White and Blueberry Salsa, adding an additional promotion element on retailers’ produce shelves. The two brands will use online and social media as part of the co-marketing activities, with Naturipe authoring a guest post on CAC’s The Scoop blog.
"We’re excited to be partnering with CAC for a second year," Naturipe Executive Vice President of Marketing Robert Verloop said in a press release. "As we see blueberries continue to grow in popularity, we are also seeing them being consumed beyond breakfast. Our partnership with CAC is a great way to promote incorporation of blueberries into lunch, dinner and savory recipes.”