2011 Consumer Ad posted in Bay Area Rapid Transit (BART) stations
California Avocado Marketing Program
Hand Grown in California: Resonates with Consumers by Jan DeLyser
CAC Vice President, Marketing
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The California Avocado Grower Campaign featuring the Hand Grown in California thematic launched in 2008 in response to several consumer trends indicating increased consumer interest in connecting more closely with the “who, how and where” of the food they eat. The California Avocado Commission’s (CAC) integrated marketing program focused on telling the grower’s story with the goal of communicating the face and the place behind California Avocados. In developing the campaign, we wanted to make sure that message resonated with our consumer target audience as well as our industry partners in retail and foodservice. Part of our challenge originally was developing a thematic that would communicate “local”, without actually saying
the words. The definitions for local vary greatly depending on who you ask, so we needed to come up with the language and an icon that delivered that message. Market research showed that premium avocado consumers have a keen interest in where their food comes from and who Summer 2011 / From the Grove / 19
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