Supermarket Perimeter - June 2020 - 42

Produce

Avocados

BY ANDY NELSON

PROMOTING CALIFORNIA AVOCADOS is
about more than just marketing "avocados," said
Jan DeLyser, vice president of marketing for the
Irvine-based California Avocado Commission.
It's about promoting the California
avocado brand.
"We wanted to create an unforgettable
connection between California and
the word 'avocado' itself, and to do it in
a way that reflected some of the best
attributes of California," she said.
The resulting campaign, with its tagline "the
best avocados have California in them" relies on
an ingenious but simple fact: in the exact middle of the word "avocados"
are the letters "ca," as in California.
That opens up myriad possibilities for marketing and advertising. For
instance, CAC's new ads use words like "freshness, summer, dreams,
sunshine, love, vibes, coast and Zen," to fill in the blank in the phrase,
"The best avocados have California _______ in them."
"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," DeLyser said. "We're making certain our targeted consumers can't
un-see California when they look at the word avocados."

The artwork used in the campaign is
bold and playful, DeLyser said, with some
being animated for digital media. CAC also
teamed up with the shoe and clothing
maker Vans to represent the "California
cool" by juxtaposing the brand's signature
checkerboard slip-on shoe into some of
the campaign art.
Thus far, the new campaign has
been a hit.
"We have received overwhelmingly
favorable feedback about the campaign
from California avocado customers,
growers and others in the industry," DeLyser said. "With the coronavirus
disrupting shopping patterns, we have modified some of our media
plans and pushed some activity to later in the California avocado
season. We will be measuring consumer reaction at various points in
the season."
In the midst of the coronavirus, the California avocado industry's top
priority is safety throughout the supply chain, including continuing the
safety procedures that were already in place before the virus. Additional
protocols have been implemented for worker safety.
"Like it has for most in the produce industry, the coronavirus has
disrupted business as usual as well as
provided opportunity to rethink many
aspects of the business," DeLyser said.
The commission's staff, for instance,
began working from home in midMarch. Its retail marketing directors
and foodservice team members, who
normally call on customers in person,
have switched to phone and video
meetings.
"CAC's consumer communications
have shifted to meet the needs of the
situation, including time and media
shifts as well as content in our digital
and social messaging," DeLyser added.

Retail sales surge
Avocados have experienced some of
the volatility that the whole produce
42 - JUNE 2020

supermarketperimeter.com

CALIFORNIA AVOCADO COMMISSION, GOOD FOODS

In the week ending
April 26, there
were more than
17 million pounds
of California
avocados harvested.


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Supermarket Perimeter - June 2020

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