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California Avocado Commission
Irvine, CA
MADE OF CALIFORNIA/CLOSE TO PERFECT
OBJECTIVES
Increase targets’ perceived value, preference and loyalty of California Avocados versus avocados of other origins. Inform target consumers when California Avocados are in season, where they can be found and ensure they associate California Avocados with summer. Communicate “the essence of Cali- fornia” and reinforce that California Avocados are the premium choice. Make the campaign engaging and enjoyable and stay within budget. Convince targeted consumers to look for and pay a premium for California Avocados when available. Pitch this single creative thought: Perfectly fresh California Avocados come from nearby.l
CAMPAIGN
Unlike many other marketing strategies, CAC’s campaign is not just about selling more product. It is about getting more value for the limited supply and developing brand loyalty. It is also about the efficient and effective investment of California Avocado growers’ assessments.
The Made of California campaign uses media that can be
tightly targeted to where California
Avocados are merchandised and to
those consumers with a preference who
are most likely to pay a premium for the
fruit. Digital and social media play key roles.
Most importantly the campaign communicates to consumers when California Avocados are in season and where they are available. The Close to Perfect creative included components in print in eight major cities, outdoor advertising, audio, digital advertising, native content, social media and online video.
RESULTS
Media delivered more than 297 million impressions from June 2017 – April 2018, and social media posted significant improvement year over year, on top of prior growth (Instagram impressions up 182 percent; Twitter retweets up 432 percent; YouTube views up 95 percent). The campaign earned more than three million impressions and more than 500,000 video views with customized digital retail, as well as 1.3 million website visits. Twenty retailers participated with CAC custom media programs.
#PICKREAL FOOD TRUCK PROMOTION
California Strawberry Commission
Irvine, CA
OBJECTIVES
The Commission’s #PickReal Food Truck promotion (Aug. 1–5, 2017) aimed to inspire the audience to pick real, whole snacks, such as strawberries, while at the grocery store. The goal of the promotion was to showcase the connection point where California strawberries and Latino families meet. Sixty-five percent of California strawberry farmers are of Latino descent. Through a five-day community outreach effort featuring a food truck with Latin fusion strawberry dishes as the center rallying point, the objective was to promote the shared values of Cali- fornia strawberry farmers and the Los Angeles Latino community to bridge the gap between these two groups. In addition, through a partnership with nonprofit No Kid Hungry, the CSC had the opportunity to position California strawberries as the berry that gives back to the L.A. community.
strawberries in new and inter-
esting ways. Recipe cards
were available in both English
and Spanish. The Commis-
sion also activated a full social
media, media relations and
influencer campaign to support
the food truck’s journey throughout the L.A. area. For Facebook and Instagram, the CSC used both page posts and paid ads, as well as live coverage to communicate when and where the food truck would be stopping each day in the L.A. area.
RESULTS
Throughout the week of the food truck’s promotion, 367,089 social impressions and 5,468,200 media impressions were earned. The event also earned coverage in several newspa- pers, including the Los Angeles Daily News. Enough money was raised to provide 13,200 meals to kids in need through the No Kid Hungry partnership. The #PickReal Food Truck promotion was part of the larger #PickReal campaign in 2017. Throughout the 2017 campaign, we saw an increase in national per capita consumption of strawberries to a record high of 8.34 pounds, or 4 percent higher than the previous record.
CAMPAIGN
Los Angeles is home to one of the largest National Night Out events in the country, so aligning the food truck promotion with the 2017 event was a natural fit. The food truck, wrapped with #PickReal campaign creative, kicked off on Tuesday, Aug. 1 (National Night Out), and ended on Saturday, Aug. 5, with stops in heavily populated L.A. Latino communities. All menu items were for sale on the first and final days, with all proceeds going to No Kid Hungry. Wednesday through Friday, food truck stops offered free strawberry dishes to help introduce participants to
22 / AUGUST 2018 / PRODUCE BUSINESS