Avocados From Mexico timed the inaugural marketing campaign kickoff to coincide with post-season baseball. The Avo All-Stars campaign was to activate during the fall, just as avocados from Mexico increase in supply and other avocado sources decline.
The campaign also will focus on other key events during the late fall and winter, including Christmas/Feliz Navidad and New Year’s, as well as college and National Football League playoffs.
Avocados From Mexico plans to take a similar approach with key late spring and summer events, including Cinco de Mayo, Triou said.
During the Feliz Navidad campaign later this fall, for example, Avocados From Mexico will partner with Modelo beer in joint retail displays.
Point-of-sale materials will include display bins and signs with coupon tear pads good for a $3 savings on a 12-pack of Modelo if the shopper buys three avocados from Mexico. In lieu of a beer purchase, the coupon offers $2 instant savings on any fresh pork purchase of $5 or more with the purchase of three Mexican avocados.
The football and winter sports campaign seeks to position fresh avocados as part of the ultimate game-day spread. It involves retail partnerships with Mission chips & tortillas and Cholula hot sauce, as well as sweepstakes and coupon offers.
Much like earlier programs, the winter sports and football effort will include themed display bins and POS materials. Participating retailers can also opt into six weeks of in-store radio announcements planned for 10,000 stores. Additionally, Avocados From Mexico plans 30 retail display contests.