Expanded trade and consumer advertising this year will support the biggest Peruvian avocado crop ever exported to the U.S.
More than 130 million pounds of Peruvian avocados are projected to arrive in the U.S. from June to September, an increase of 120% compared with 2013, according to a news release from the Washington, D.C.-based Peruvian Avocado Commission.
“Peru is the leading supplier of avocados in Europe,” Peru Avocado Board chairman Enrique Camet said in the release. “The U.S. is an equally important market for Peru, and this year’s crop marks the beginning of a much larger long-term presence for Peru in the U.S.”
The commission’s retail-oriented marketing campaign will create a new type of media experience for the avocado category, commission officials said.
Trade-oriented print and online advertising will appear in various industry media, including full-page front and back covers.
The Peruvian Avocado Commission is the first avocado organization under the federal promotion program for hass avocados to receive permission from the U.S. Department of Agriculture to use the term “Superfood Nutrition” in its marketing materials, according to the release.
“Demand for avocados is at its peak during the summer, and we want retailers and consumers to know that this nutritious “superfood” is in stores and ready to enjoy,” Camet said in the release.
A global branding platform will be rolled out first in the U.S., then introduced in Europe and Asia, according to the release. The brand platform includes a modified slogan, “Monumental Flavor,” and consistent brand imagery in its new global website, advertising and point-of-sale materials, according to the release. Key branding elements have also been translated for use in Peru, the United Kingdom, Spain, France and Germany, according to the release.
The commission also redesigned its website, AvocadosfromPeru.com, to answer all avocado-related consumer and trade questions, according to the commission. The website features design cues that capture the rich cultural heritage of Peru. The site features responsive, mobile ready access, a dedicated retail section and consumer focused sections that feature nutrition information, recipes and photography, according to the release.
Starting in mid-June and continuing through September, half-minute radio spots will run in key markets in the Northeast and several Western regions. The ads promote Peru’s fertile farmland and the avocado’s nutritional profile, according to the release. Additional radio ads and custom banners will air online via the Pandora streaming music service. Retailers will be tagged and in-store demos will be added as appropriate, according to the release.
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.