Brand advocates build awareness of California Avocados
IRVINE, Calif. (May 10, 2021) – Bloggers, chefs, dietitians and other personalities have become valued communicators for the California avocado marketing program. They work with the California Avocado Commission consumer public relations programs, health and wellness initiatives, social media outreach, website content development and other marketing programs.
“Brand advocates are a key part of California Avocado Commission marketing because they are trusted communicators.” said Jan DeLyser, vice president marketing of the Commission. “These influencers build awareness of the California avocado season while disseminating brand messaging and creative ideas and recipes that encourage demand.”
For the 2021 season CAC is partnering with six popular bloggers. These influencers are creating unique recipes showcasing California avocados. For example, in March, Ashley Boyd of Pink Owl kitchen promoted her recipe, Tropical Avocado Smoothie, featuring California avocados and including four fruits plus herbs. Blogger Brandi Crawford gave avocado toast a produce-loving twist using planks of sweet potato as the toast and topping them with mashed California avocados and options for savory additions or fresh berries. The other four bloggers in the program also are building awareness for California avocados throughout the season.
With these partners, the Commission augments its online consumer reach, communicating that California avocados are in season. Utilizing highly popular social media platforms, like Instagram and Pinterest to showcase the brand advocate recipes using California avocados, CAC’s reaches a larger target audience.
CAC’s Living Well Brand Advocates 2021 program features a holistic nutritionist and wellness educator, four registered dietitians and a popular recipe developer. These influencers weave in California avocado messaging and the nutrition benefits of avocados into communications that highlight nutritious California avocado recipes that they develop. This season, each of these advocates is developing content around a lifestyle trend that aligns with their area of expertise. For example, registered dietitian Bonnie Taub-Dix developed content around the popular concept of “meal prep”, demonstrating how her recipe for Stuffed California Avocado with Mediterranean Salmon could be used for three related but different meals.
