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Retail Press Release

California Avocado Commission Extends Groundbreaking Campaign


Mar 24 2009

2009 Advertising Targets Western Markets

Irvine, Calif. (March 24, 2009) — The California Avocado Commission (CAC) will build on the successful launch of the California Avocado Grower campaign, sharing more grower stories to help consumers connect the fruit they buy with the people who grow it.

“Sixty percent of consumers say it is important that the avocados they buy are grown in the United States,” said Jan DeLyser, CAC’s vice president of marketing. “CAC’s 2008 campaign garnered strong trade support, and consumer research following our marketing outreach indicated significant increases in brand attribute ratings, therefore we plan to build upon this effective grower-focused platform in 2009.”

As a result of this season’s reduced California avocado crop volume, CAC is focusing its advertising efforts in western markets and will be promoting when California avocados are at optimum eating quality — May through August.

Consumers will “get to know” more California avocado growers this season, and the campaign’s “Hand Grown in California” messaging will be integrated throughout the CAC marketing programs. Grower stories will be told via media that aligns with the consumers’ lifestyle, including radio, epicurean and lifestyle magazines, health club posters and transit ads. CAC will also encourage impulse purchases in store via themed display bins, in-grocery radio, shopping cart ads and point-of-sale materials.

“Consumers want to know who is producing the food they eat, and this campaign responds in an engaging and memorable manner,” said DeLyser. In addition to the western market media mix, CAC will maintain national support via online advertising and strong public relations outreach.

 


About the California Avocado Commission
Created in 1978, the California Avocado Commission strives to increase demand for California avocados through advertising, promotion and public relations, and engages in related industry activities that benefit the state's 6,000 avocado growers. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry.