Ever wonder why a dish has California in the name? California Club, California Roll, California Burger? All these delicious dishes have one thing in common, real, authentic California Avocados. And it was our job to let the world know that you can’t use just any avocado, it says so right in the name. It’s what takes a dish from ordinary to extraordinary. By focusing on the fruit and how in the culinary world California is synonymous with avocado, we were able to differentiate California Avocados from competitors as the must-have ingredient for a distinctly Californian dining experience. All of our work has led to a strong premium positioning for the brand, delivering growers the highest crop value in history, and taking CA avocado preference from 49% in 2007 to a whopping 66% in 2014, all while being outspent by competitors 5 to 1.
How We Helped
The California Avocado Commission
Billboards & Transit Posters
Media Planning & Buying