As US consumers fulfill a pent-up desire to travel by taking shorter road trips, the California Avocado Commission has produced three videos themed around road trip locations with in-season California avocados.
Recorded in Henry Cowell Redwoods State Park, Mendocino Headlands State Park and the Trona Pinnacles in the California Desert Conservation Area, the videos feature a road-trip adventurer enjoying the beauty of nature, preparing and enjoying dishes that star California avocados in the theme of “the best avocados have California in them” advertising campaign.
The three featured recipes — White Chicken Chili with California Avocados, California Avocado Fajita Bowl and Sweet and Spicy California Fish Burger — can be prepared at home or on outdoor grills and are now featured on YouTube, CaliforniaAvocado.com, and running on several networks.
“Recent consumer research confirmed that our advertising campaign is achieving its objectives,” says Jan DeLyser, vice president marketing of the Commission. “Research participants who said they were somewhat or very willing to pay a premium for California avocados jumped 18 points to an impressive 87% after they saw California avocado videos from the campaign.”