Summer may be winding down but the California Avocado Commission is keeping the heat on with a joint marketing campaign with Cara Mia Marinated Artichoke Hearts and Star Extra Virgin Olive Oil.
The campaign includes on-pack coupons, a free recipe booklet online and social media marketing touting the health benefits of the Mediterranean-style diet, which includes liberal use of avocados. Also, neckrings on Star olive oil in stores of a major retailer include $1 coupons for California avocados.
“Co-marketing with two brands that fit synergistically with California avocados and the Med Diet theme helps us spread consumption-driving avocado nutrition messages,” Jan DeLyser, the commission’s vice president of marketing, said in a news release.
The campaign targets shoppers in multiple areas of grocery stores with point-of-sale materials, which DeLyser said drives consumers to the fresh produce aisle where the avocados are. She said social media is also driving sales of fresh avocados — the commission has more than 74,000 fans on Facebook now.