Continuing a summer marketing campaign, the Irvine-based California Avocado Commission is targeting Fourth of July consumption.
The avocado industry forecasts that avocado consumption for the holiday will be 100.8 million pounds, which is about on par with last year.
“After five years of promoting California avocados for Fourth of July, the holiday has become one of the biggest avocado consumption events of the year,” Jan DeLyser, commission vice president of marketing, said in a news release.
The commission’s United Plates of America promotion, which launched before Memorial Day, features recipes that combine California avocados with American regional specialties. For the Fourth of July, the commission partnered with Chef Ryan “Peaches” Lamon, the executive chef and co-owner of Peaches’ Smokehouse and Southern Kitchen. Lamon, winner of the Cooking Channel’s Food Truck Race Off in 2014, created and promoted new recipes that meld with Southern barbecue.
The commission’s social media will feature a Route 66 theme, including a blog post, a carousel on Facebook and supporting Twitter polls about select Route 66 stops. Print advertising continues in Los Angeles, San Francisco, San Diego and Sacramento, along with in-store radio and Pandora audio.
Digital advertising has played a big role in California avocado marketing this year, and the commission’s American Summer Holidays theme will be featured on Food52, Tasting Table, Nativo and PureWow.
Source: The Packer