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LOS ANGELES Dentsu’s Colby & Partners has launched the latest installment of its campaign for the California Avocado Commission.
The effort introduces “Unlike anything else” as a tagline. It includes radio spots breaking this week, as well as outdoor and print ads. Campaign spending is estimated at more than $5 million.
Five 60-second radio spots use a tongue-in-cheek approach, pretending avocados come from areas that do not grow them, like Alaska, the Sahara Desert and Iceland. The ads close with a reminder that the best-tasting avocados come from California.
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