Los Angeles, CA – Avocados from Mexico has announced its new 2013 fully-integrated spring campaign aimed to further increase avocado consumption and build market demand. The program targets both General Market and Hispanic consumers and includes online and mobile advertising, consumer promotions, public relations efforts, social media engagement, in-store merchandising and more.
The spring program will help drive consumer demand and increase purchase frequency through a robust broadcast advertising campaign that will hit the airwaves March in key target markets.
“Volume has been at record highs leading up to Super Bowl and while exports are projected to begin decreasing, they will remain at strong, promotable levels as we head into Spring,” says Eduardo Serena, APEAM Marketing Director. “Avocados from Mexico will keep the momentum going by supplying the right volume, quality and sizing, as well as powerful marketing programs through the coordinated efforts of APEAM and MHAIA.”
To help support the increased volume and further drive demand this spring, Avocados from Mexico is planning the following promotions in the months ahead:
March Madness
March Madness is a great sporting occasion to build sales. APEAM is supporting retailer-specific display contests to help them promote avocados during this key time period. There is a variety of merchandising materials available to help retailers create a customized display contest specific to their individual needs.
New Spring Breakfast Campaign
To support new usage ideas, Avocados from Mexico plans to build on last year’s Breakfast campaign with a new General Market promotion that encourages consumers to enjoy avocados as a delicious way to power up breakfast. Planned efforts include:
· Consumer sweepstakes on Facebook and promoted through a full-page FSI delivered to more than 13 million households on March 24, 2013
· Promotional tie-in with the American Egg Board including a joint coupon offer to extend the promotion and expand usage in April
· Online and Mobile advertising
· Media outreach
Chef Pepín Hispanic Market Promotion
Avocados from Mexico will continue to leverage the credibility and influence of Chef Pepín with spring promotional efforts targeting the Hispanic community including:
· In-store demos
· POS materials
· Online and mobile ads
· Recipes and tips from Chef Pepín on the AFM website
Summer BBQ Promotion with Chef Rick Bayless
This June/July, Avocados from Mexico and Chef Rick Bayless will show consumers how to make BBQ Better! The integrated promotion will include:
· Sponsorship of Bayless’ popular TV show, Mexico – One Plate at a Time
· Live appearance by Bayless and PR outreach
· Social Media outreach to his extensive fan base
· Website sweepstakes and video vignettes
· In-store POS materials
· Endorsement video on the AFM website and social media programs
About Avocados from Mexico
Avocados from Mexico is the world’s largest producer and the top provider of avocados in the United States and the rest of the world. Carefully cultivated and perfected over generations in the land where avocados originated, they’re grown in the unique climate and rich soil of Michoacán, Mexico. Available year-round in a variety of grades, sizes and weights, Avocados from Mexico are naturally creamy and nutritious with a rich, authentic flavor that has come to be known as the World’s Finest.
About APEAM
A nonprofit organization founded in 1997 to represent the Hass avocado industry from the Mexican state of Michoacán in its export program for the brand Avocados from Mexico, to the U.S. The Avocado Producers and Exporting Packers Association of Mexico (APEAM) is dedicated to developing and implementing stringent quality measures to ensure the production of the finest avocados available anywhere, worldwide.
Source: Avocados from Mexico