A Preview of
Spring and Summer Marketing

to encourage demand for California avocados among the consumer sector and build preference and loy- alty for the fruit among the trade sector, the Cali- fornia Avocado Commission creates and executes an integrated marketing program with layers of consumer and trade support. Together, the Commission's trade program, consumer advertising, public relations out- reach, influencer marketing, as well as relevant and engaging social media content help generate demand for California avocados when and where the fruit is available. The following is a quick recap of early-season activity and a preview of 2022 spring and summer marketing plans.

To pique the interest of its targeted trade audiences in the pre-season months the Commission begins a robust trade marketing program before harvesting begins in earnest. The Commission launched trade media support and conducted retail and foodservice outreach in January and February (see 'Sell-In' article pages 31-32) to build awareness of the upcom- ing California avocado season and the promotional support CAC provides its retail and foodservice partners. As early season harvesting began, the Commission delivered support to local retailers who merchandised California avocados lead- ing up to the Big Game and will continue customized retail programs during the season.

Targeted consumer advertising will be aligned with trade pro- motions — pairing demand for California avocados with their availability at local retailers and foodservice operators. For example, the mobile directions app Waze will direct targeted consumers to retail stores with California avocados available

that are conveniently located on their route. Customized re- tailer promotions with partners' dietitians and cooking schools also are in development, and social and digital support for foodservice operators and retailers will be offered.

CAC will continue its award-winning "the best avocados have California in them" advertising campaign featuring up- lifting messaging paired with imagery evoking the California lifestyle. The consumer media plan targets avocado shoppers in California and the West who are willing to pay a premium price for the fruit. The ads and content generated for the con- sumer marketing program will be shared across a broad range of channels. Video ads will be placed on streaming channels in- cluding Hulu, Tremor video and YouTube. Audio ads will reach listeners on iHeart radio, Spotify and Pandora, while digital advertising and custom content will reach targeted consum- ers on popular channels such as The Kitchn and Food52. Peak season outdoor advertising will take place in June and July. The ShopCaliforniaAvocado.com site will ensure California avocado merchandise is available year-round for aficionados interested in showing off their love for California avocados. Social media will round out the consumer advertising program with content shared on CAC's Facebook, Instagram, Pinter- est and YouTube channels. To reach a younger avocado audi- ence, the Commission has expanded its effort and is building its social media presence with a new TikTok channel.

Consumer public relations programs complement CAC's advertising program. To generate early season demand and build awareness of the peak season, in March consumer me- dia, influencers, retailers and trade media attended a virtual