Growers Seek to Boost Passion for Their Fruit

Advertiser: California Avocado Commission

Agency: Colby Effler & Partners, Los Angeles

Challenge: Persuade light avocado eaters--people who consume three or fewer a year--to eat more of them.

The Ads: A series of outdoor ads invite consumers to indulge themselves. “It’s not wrong to be in love with the avocado,” says one ad. “It’s not good to keep these cravings inside,” says another. Each ad shows an avocado half against a blue background. In radio spots, women longingly eye avocados in grocery store bins.

Comment: People indulge themselves by having chocolate, ice cream and gourmet coffee. To that list avocado growers want to add their fruit. Good luck. The ads are appearing in 16 cities in California, Texas, Arizona and Colorado, where between 60% and 80% of households use avocados at least once a year. $$

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Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being highest.