37th Annual Marketing Excellence Award Winner: California Avocado Commission

August 12, 2025 | 1 min to read

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In this article:

The second year of the California Avocado Commission's "What’s Inside a California Avocado" campaign is surpassing expectations, enhancing consumer connection with California avocado growers. Launched on November 1, 2024, in partnership with Curious Plot, the campaign emphasizes key messages like fresh, locally grown, and sustainably farmed avocados. It achieved over 200 million consumer reach from November 2024 to mid-June 2025, with significant social media gains, including a 174% increase in engagement on Facebook.

PROMOTION

What’s Inside a California Avocado: Year 2 Campaign

STRATEGY

Building on a successful 2023-24 integrated marketing program, the second year of the “What’s Inside a California Avocado” campaign is exceeding California Avocado Commission expectations. While the 2024 advertising campaign brought to life the special story California avocado growers have to tell, the 2025 campaign helped bring consumers into that narrative. On Nov. 1, 2024, the California Avocado Commission, in partnership with the marketing communications agency Curious Plot, launched its year-two campaign to continue to raise awareness and increase demand for California avocados during the 2025 spring through summer season. With a focus on the key messages of fresh, locally grown and sustainably farmed, the campaign included retail support, like signage, display bins and customized programs, as well as foodservice partnerships throughout the western region.

RESULTS

From November 2024 through mid-June 2025, the campaign reached targeted consumers more than 200 million times. Social media content performance soared, with a 174% year-over-year increase in engagement rate for content on Facebook, and views for select TikTok videos in the millions.