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The California Avocado Commission (CAC) is stacking its summer outreach with a sandwich-themed program encompassing consumer advertising, social media, retail and foodservice activity, public relations and influencer outreach.
“The Distinctly Californian consumer advertising campaign links classic California menu items with California avocados, and ‘California’ sandwiches are a big part of that,” said Jan DeLyser, VP of marketing for CAC. “Whether it’s a California Club, the California Tuna Salad or a California Veggie Wrap the ingredient that makes them a “California” sandwich is California avocados.”
One of the recipes featured in CAC’s campaign is the California Club sandwich. The ads show the ingredients for the sandwich with a California avocado at center stage. That one sandwich is just the beginning. As part of the ongoing June California Avocado Month, the commission is featuring 30 days of Sandwiches on its blog, The Scoop. Each day CAC posts a new California sandwich featuring California avocados. Some of the recipes were developed by chefs, some by dietitians, others by bloggers and even California avocado growers.
“Our Distinctly Californian approach is new this year, but CAC has been working to increase usage of California avocados on sandwiches for many years,” said DeLyser. “The most remarkable results have been in the foodservice arena with myriad California avocado sandwich menu items and limited time offers that add excitement for operators.”
California avocado foodservice sandwich and burger promotions this year include Del Taco, Denny’s, Habit Burger, Johnny Rockets, and Togo’s. For retailers, CAC developed a recipe booklet with 16 California avocado sandwiches. Nearly 25,000 booklets have been distributed to retailers who are using the booklets on California avocado displays and for in-store activity.