Los Angeles, CA (March 2, 2010) Fresh off the heals of another year of increased sales, the Avocado Producers and Exporting Packers Association of Michoacn (APEAM) has just announced the new 2010 Avocados from Mexico marketing program will launch in March with a fully-integrated Spring campaign aimed to further increase avocado consumption and build market demand during the peak avocado consumption season that begins with March Madness and culminates with Cinco de Mayo.
The Spring program will kick off with new Spring creative general market and Hispanic consumer radio, television and online advertising in the top avocado consumption markets of Dallas, Houston, San Antonio and Chicago. The intense broadcast efforts will air for a total of 6 weeks between March 15th and May 2nd, and is expected to generate more than 300 million target impressions. In addition, Avocados from Mexico will be outreaching to consumers through marketing, in-store promotions, print ads in popular publications Nationwide and merchandising efforts. To tap into the immediate excitement of March Madness, Avocados from Mexico is offering special basketball themed POS Cards and supporting retailer specific display contests to encourage in-store displays and boost overall sales during this key promotional time period.
Were excited to build on the momentum of not only our success but of the success of the avocado category as a whole, said Emiliano Escobedo, APEAMs Marketing Director. We expect Avocados from Mexico will have another record season to further solidify our position as the avocado market share leader in the United States.
According to Escobedo, Strategic marketing efforts and consistent thought leadership may have paved the way for Avocados from Mexico to become the number one producer and provider of avocados in the United States, but the reason they continue to hold that position is due to their rich heritage, consistent quality and year-round availability. Unlike any other growing region in the world, in Mexico the industry experiences four blooms each year, allowing growers to handpick avocados when they are at the right maturity level to provide consumers with optimum taste and quality in a variety sizes year round.
While developing the 2010 Marketing Program, members of APEAMs Marketing & PR agencies, comprised of Cristy Alvarado (Lewis & Neale), Diana Yin (Lewis & Neale), Mairim Martinez (IMW) and Julia Meza (IMW), had the opportunity to visit Michoacan, Mexico to witness first-hand how Avocados from Mexico are grown, picked, sorted, packed and shipped to the United States. It was impressive to see the level of detail, commitment to quality and rigorous security safeguards that is given to each avocado in Mexico in order to ensure superior fruit year round, said Julia Meza, APEAM Account Executive at Integrated MarketingWorks. The insight we obtained from meeting with growers and packers in Mexico has already proven to be invaluable in educating consumers on the unique qualities and safe practices that help make Avocados from Mexico the Worlds Finest.
Source: APEAM