CAC marketing plan blends traditional media with targetable tactics

Beginning in April and continuing into summer, the California Avocado Commission will continue its Made of California campaign, blending traditional media with innovative media tactics.

The campaign utilizes some of the look of last year’s program, with the addition of fresh materials. California receives market wide advertising, including engaging outdoor, radio and digital programs. In addition CAC will conduct customer-specific marketing where California avocados are in distribution, both within and beyond the Golden State. Both aspects of the campaign are designed to let consumers know when and where they can find the fruit.CAC-Pinterest-Basil-Pesto

“This year’s advertising campaign, while including traditional media tactics, takes advantage of highly targetable digital and social tactics that specifically reach California avocado shoppers,” noted Jan DeLyser, vice president of marketing for the CAC.

At well-attended annual meetings with California avocado growers held March 28-30, DeLyser remarked that marketing for California avocado growers was “not your parent’s marketing campaign,” because media options and consumer behavior have changed significantly in the past few years. She quipped that her new mantra was “CAC be nimble, CAC be quick.”

Digital and social geo-targeting and geo-fencing are among the marketing tactics CAC is employing, along with in-store radio and participation in customer programs. Merchandising programs, including California avocado display bins, signage and contests, as well as demos, customized promotions and co-marketing with complementary brands highlight the Commission’s retail activities.

In the foodservice arena, customer-specific promotions and branded limited-time offers have begun and will continue throughout the California avocado season. CAC’s public relations activities focus on the origin of California avocados and seasonal availability, while encouraging avocado consumption through unique chef and influencer recipes.

“Creativity and getting in front of changing marketing conditions and consumer attitudes are hallmarks of the California Avocado Commission marketing campaigns,” said DeLyser. “The way we need to market now is very different than it was just a few years ago, and far removed from twentieth century marketing.”

At the California avocado grower meetings, DeLyser unveiled a series of custom videos, digital and social content and radio, print and outdoor advertising. A web-based store locator tool that helps consumers find where California avocados can be purchased was very well received by the growers.

Boosting apple sales with tropical flavors
Stemilt is ready to help retailers rock their apple category by providing high-quality, flavorful Pinata apples for the summer season. Stemilt’s senior marketing manager, Brianna Shales, believes Piñata apples are exactly what consumers need who want to eat healthier, cook more at home or those who want to snack on an Read More ...
Winn-Dixie expanding with eight new stores
Winn-Dixie will expand in Florida with the addition of eight new Winn-Dixie stores before the end of the year. Southeastern Grocers, Winn-Dixie's parent company, finalized agreements to purchase multiple Lucky’s Market locations and Earth Fare grocery stores throughout the state of Florida. The grocer has acquired four Read More ...
Sunkist celebrates the return of Valencia oranges, summer citrus
Sunkist Growers is transitioning into summer citrus, as most winter citrus varieties wind down. To celebrate the return of the summer season and Valencia oranges, Sunkist is launching a new campaign speaking to "the all-American summer," the fruit's immune-boosting qualities, and juicing nostalgia. In the past several Read More ...
Intergrow partnership to reduce food waste
Consumer’s have high expectations when it comes to their food. Even in produce, they expect beautifully uniformed, well presenting fruit. But at the end of the day this is farming and it is not realistic that every piece of fruit we produce to meet those requirements. Even with the strictest growing and packing practices, Read More ...
Giumarra introduces trio of premium nectarine brands
New for the 2020 California stone fruit season, the Giumarra Cos. introduces a trio of premium nectarine offerings under its DulceVida brand umbrella: Midnight Edition, Twilight Edition, and Sunrise Edition. Midnight Edition and Twilight Edition will kick off the season with first shipments beginning the week of June 15, Read More ...
Mother Earth boosts conventional mushrooms
With 53 growing houses throughout southern Chester County in West Grove, Oxford, and Landenberg, PA, Mother Earth LLC continues its strong legacy in the organic mushroom industry. Like most in the produce industry, they have been adjusting to the new normal brought on by the coronavirus. “It’s been an interesting time,” said Read More ...

Market Watch

the source pro-act

Western growing regions getting hit by rain, cooler temps

floral pulse