Campaign of the Week: San Francisco’s Avocado Mural Serves as a Subtle Ad

Advertisements can take many different forms. You have print ads, video ads, outdoor ads and even ads that don’t really look like ads. One of those campaigns was recently launched in San Francisco by the California Avocado Commission. The ad appears as an outdoor mural depicting avocados in front of the San Francisco skyline. But although it was paid for by the California Avocado Commission, it doesn’t have any of the traditional markings of an advertisement. So how much of an impact can a non-traditional ad like this have? We asked over 900 consumers about their thoughts on avocados and then tested how the ad might impact their opinions.

avocado mural

Produce Consumers

In Ask Your Target Market’s latest survey, 5% of respondents said that they usually purchase fresh produce daily. 33% purchase produce a few times per week. 44% buy it a few times per month. 7% do so a few times every three months. 4% said they buy produce less frequently than once every three months. And 8% just aren’t produce consumers.

55% of produce consumers said that they have at least tried avocados, which makes it the least popular of all the produce types listed. However, it was close; 61% said they’ve tried apples and those were the most popular among respondents. And in terms of regular consumers, just 34% of respondents said that they eat avocados regularly, again making it the least popular type of produce listed.

Avocado Mural

Overall, 16% of consumers said they would be practically certain about choosing avocados the next time they purchase produce. And another 14% said it would be very probable. Of those who viewed a photo of the avocado mural in San Francisco, 15% said they would be practically certain about choosing avocados for their next produce purchase. And another 15% said it would be very probable.

In addition, 43% of those who viewed the mural said that they consider themselves to be fans of outdoor art. Of this group, 24% said they would be practically certain about choosing avocados for their next produce purchase. And 18% said it would be very probable.

Produce Characteristics

In general, it seems like people see avocados as food that is ethically grown and produced, as well as trendy and popular. But those who viewed the mural were more likely to see avocados as trendy and healthy. However, they were less likely to associate it with ethical growing and production tactics. The mural also didn’t seem to have much of an impact on other factors like taste, value and sustainability.

Key Takeaways

The impact of the avocado mural ad by the California Avocado Commission was negligible when you look at consumers as a whole. But it had more of an impact when you look at those who enjoy outdoor art. For produce companies and other brands, what that could mean is that if you’re going to employ outdoor murals as a form of advertising, you could potentially benefit more from placing those murals in places where they’re likely to be seen by fans of outdoor arts, like big cities or trendy neighborhoods. Additionally, maybe partnering with art galleries or local markets or events could be a good way to get mural ads or other forms of art with an advertising twist in front of the right consumers.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Avocado by Kristina under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 3 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.