Avocados from Mexico will offer a promotion, Échale al Asador — Toss it on the Grill — at about 1,200 Hispanic retail outlets Sept. 15 to Oct. 15.
Participating stores include chain and independent operations in California, Arizona, Texas, Chicago and Florida.
The program, which coincides with National Hispanic Heritage Month, features a sweepstakes, recipes and a coupon offer as well as in-store merchandising and digital and social media elements.
It’s the first Avocados from Mexico mobile program to target Hispanic consumers, according to a news release. They can enter by sending a text, also accessing the coupon and grilling recipes.
Consumers will be able to win Big Green Egg ceramic barbecues and save $1 when they buy three avocados. The savings offer will be made available via in-store coupon and through a text-to-win platform.
Retailers will feature large avocado dump bins with the Avocados from Mexico banner and Hispanic Heritage-themed point of sale materials. The trade group will also help merchandise and maintain avocado displays.
The digital aspect of the program will use www.echalealasadaor.com starting Sept. 15, plus the Avocados from Mexico hispanic Facebook and Twitter pages.
“In-language digital and mobile channels will be key to reach hispanics in their path to purchase,” Stephanie Bazán, hispanic marketing director, said in the release. “In order to reach the nueva latina, Avocados from Mexico needs to leverage the technologies that she uses to engage with her.”