The Hass Avocado Board Adds an In-House Influencer Marketing Initiative as Part of Its Love One Today® Communications Program
The Hass Avocado Board’s (HAB) job is to make avocados America’s most popular fruit, and it’s working. We have invested millions of dollars in nutrition-focused marketing campaigns that have made Hass avocados part of pop culture. As an integral part of the Love One Today’s communications program, in 2020 HAB established its own influencer program to amplify strategic messages to key audiences that convey not only the unique and flavorful eating experience but also drive public trust in how Hass avocados are healthy.
HAB’s marketing efforts consist of advertising, public relations, email marketing, and social media. To engage with our health professionals and consumers on a daily basis, we use popular social media platforms such as Instagram, Facebook, Twitter, Pinterest, and LinkedIn. In addition, we have worked with food and health influencers, registered dietitians, and other health professionals, to help communicate the health benefits of fresh avocados to consumers. All this in an effort to generate awareness of the Love One Today program, an ongoing, science-based program designed to build awareness and educate U.S. consumers about the health benefits of eating fresh avocados.
The first in-house influencer campaign was kicked off in 2020 to establish and directly manage the relationship with target online influencers with whom we can partner with to amplify strategic messaging. This initiative allows HAB to own the relationship with the influencers which leads to more authentic campaigns that reflect each influencer’s genuine enthusiasm for avocados.
The campaign “From Purchase to Snack – the Journey of an Avocado” involved 11 general food and health influencers interested in healthy eating who love avocados. The influencers showed their audience how easy it is to manage avocado ripeness when you look for color and feel consistency; and amplified the message of avocados being a good source of fiber during the holidays season. Through video posts and Instagram stories on their social media profiles, these influencers helped obtain 275,000 impressions and an overall engagement rate of 6.9%.
We will continue with this in-house initiative in 2021, working hard at making these partnerships stronger to help U.S. consumers understand how avocados are beneficial to their health, and continue to build and sustain demand for Hass avocados in the long term.
Early in the new year, the Hass Avocado Board added a Sustainability Task Force to its roster of standing and special committees. During the 5 year (2021-2025) strategic planning process in 2020 the Board of Directors changed the focus of our previous sustainability efforts to that of a more core value program that the Board, and the industry must embrace as we move into the future.
Believe it or not, but the total volume of avocado fruit sold in the U.S. ROSE by 6.1% in 2020, from 2.492 billion pounds in 2019 to 2.644 billion pounds at the end of the year. One could have imagined in late March of this past year, that the industry would be seriously and financially devastated by the public health crisis we have been dealing with and the catastrophic impact it initially had on food distribution, and the dramatic impact that it had, and continues to have on the entire food service industry.
February was American Heart Month and, as in previous years, the Hass Avocado Board engaged with a marketing and communications campaign to promote the nutrition message and raise awareness on how including delicious avocados in everyday healthy eating plans can provide a whole food source of naturally good fats, fiber and other important nutrients that can reduce the risk for heart disease.