Projects
California Avocados: Building a story around Cinco de Mayo
A fresh way to celebrate
The California Avocado Commission is the official information source for the California avocado industry. In anticipation of Cinco de Mayo, they reached out to Red Door to help get people in the celebratory mood by sharing delicious, creative recipe ideas on their website and new blog, The Scoop.
Services Provided
The challenge
Our task was to not only generate awareness around the availability of California Avocados during Cinco de Mayo, but also to promote fresh, summer recipes featuring California Avocados as the star ingredient.
Our Approach
Our tactics for this project included: Creating a fully responsive landing page with Cinco de Mayo recipes; promoting those recipes via Pay Per Click ads, Facebook ads, recipe emails, social media content, and website banners; and hosting a recipe contest on The Scoop.
The Results
For the recipe contest, we received 2,176 entries (1,350% above our goal) and gained nearly 10,000 new visitors to The Scoop blog with 13,582 total visits. There was a 50% increase in recipes printed, and a 37% increase in recipes searched on the website.