Challenge
The Hass Avocado Board (HAB) sought to increase awareness and frequency of avocado consumption among consumers in the United States. While the fruit was well known, consumers often viewed it as an occasional food rather than an everyday staple. HAB needed to reposition avocados as a simple, nutritious, and versatile ingredient through authentic, digital-first storytelling that resonated with health-conscious audiences.

Solution
I led the influencer marketing program, an on-gioing campaign built around relatable, creator-driven content. The program partnered with diverse foodie and dietician influencers to demonstrate how Hass avocados fit into daily meals, while reinforcing the brand’s Love One Today campaign. Using a mix of organic and paid social promotion, the campaign extended reach through high-performing influencer content, strategic hashtags, and retail tie-ins.

Results
The campaign reached consumers and generated engagements across social platforms—Facebook, Instagram and Pinterest. Search activity for avocado-related recipes and nutrition benefits also climbed during the campaign period, reinforcing the brand’s position as an essential part of healthy, everyday eating.