“Fourth of July has become the largest consumption week of the year, and Peru is at its peak in the summer,” said Xavier Equihua, the commission’s chief executive officer.
For the in-store demos, more than 400 Wal-Mart stores and 200 Costco stores throughout the country will serve the commission’s Avo Dogs — hot dogs topped with Peruvian avocados — from June 26 through June 29.
“We’re recreating an American classic,” Equihua said of the Avo Dogs. “We want to introduce new ways of consuming our fruit. We want to move beyond the same old guacamole and slice of avocado on a cracker.”
At least one-third of all Wal-Marts in the U.S. stock Peruvian avocados, Equihua said.
Radio ads will run from June 23 through July 4. The 30-second spots with custom retailer tags will air in 18 markets and on Pandora Internet Radio.
Ads will be customized for each market and radio format, Equihua said.
Full-page ads will run in key trade publications reminding retailers to promote Peruvian fruit for the Fourth.
In addition, posts on the commission’s Pinterest, Instagram and Facebook pages will remind consumers to stock up on Peruvian avocados for the holiday.