The marketing campaign will include billboards featuring photography of Machu Picchu framed with pictures of Peruvian avocados in key markets, according to the release.
Consumer engagement will be driven by several social media events, with popular food bloggers who will promote followers and likes on Facebook, Instagram and Pinterest via recipes and photographs, according to the release. Consumers will share their favorite avocado recipes and win cash prizes in the Avocados From Peru Monumental Recipe Contest, according to the release.
The contest, coordinated through Food 52, will encourage the popular website’s devoted foodies to submit recipes.
New point-of-sale materials, including bins and reusable plastic container wraps also are available to all retailers, according to the release.