Summary: Cinco de Mayo is the number one holiday for avocado consumption in the United States. I created the Cinco de Mayo online marketing strategy to promote California Avocados across the Web to drive awareness and consumption.  The holiday program included a micro-site, online advertising and promotion on sites like AllRecipes.com, Epicurious.com and pay per click advertising focused on the holiday.

Goal: Create awareness for California Avocado brand during peak of avocado season. Convert seasonal interest into year-round audience by growing email marketing lists.  Increase consumption and highlight alternative avocado uses to drive multiples of purchase.

Results: 12% growth in email subscriber list. 215,000 recipe views in three week promotion period. Resulted in heaviest traffic period in history of website at that time. 140k visitors, 600k pageviews, 45k recipes printed. 3x increase in traffic from previous year. 12x incrase in subscriber growth from previous year. 6.5 million total impressions during campaign.

Other Highlights:

• Partnership with McCormick seasonings
• Partnership with Too Hot Tamales Celebrity Chefs
• Accompanying web site relaunch of Avocado.org