Avocados From Mexico is centering its new marketing campaign around the idea that avocados offer so much more.
The marketing agency, jointly formed and financed by the Mexican Hass Avocados Importers Association and Mexican Avocado Producers & Packers, will draw upon a $36 million budget this year to launch the organization’s first fully integrated U.S. campaign.
The effort’s overall goal is to make avocados a sought-after fruit, grow the Avocados From Mexico brand, and elevate the overall category, chief marketing officer Kathleen Triou said in an e-mail.
The agency also designed its campaign to differentiate Mexican avocados from those grown in other regions by emphasizing freshness, flavor and year-round availability.
The consumer and retail programs tie into several sports and holiday promotions, such as football season, the Winter Olympics, spring brunch and Cinco de Mayo.
The agency also scheduled sonsumer public relations programs to support in-store promotions.
Avocados From Mexico also has a strong foodservice program, complete with a new advertising campaign, public relations, video series and event marketing.
The new consumer campaign focuses on expanding Avocados From Mexico’s target audience further into the millennial generation — those younger than 30. It also encourages consumers who are already eating avocados to increase their consumption habits.
To do that, the campaign is rooted in education and will showcase health benefits, cooking options and creative recipes using fresh avocados.
Marketing efforts are aimed at medium to heavy avocado users, which represent about 61% of all avocado consumers, according to MRI data. The two segments eat 22 to 78 avocados per year and share many of the same perceptions and behaviors, such as seeking out fresh ingredients, paying attention to health and nutrition, and loving to cook.
“The goal of our program is to move the avocado from an occasional treat to an everyday essential in the minds of the medium and heavy avocado consumers,” Triou said. “This mind shift is more in line with the way super-heavy avocado users already perceive fresh avocados in their lifestyle and dietary selections.”
While the super-heavy segment comprises only 24% of all users, super-heavy users purchase an average of 172 avocados per year, accounting for 57% of overall volume.
Focusing on events