Mexican avocado marketers say they are preparing for a multipronged marketing campaign for the fall, including broadcast tie-ins, social media campaigns and holiday promotions that transcend the traditional.
The Mexican Hass Avocado Importers Association and Avocado Producers and Exporting Packers Association of Michoacán are coordinating efforts in promotions, said Jackie Bohmer, marketing director of the Fallston, Md.-based importers association.
A good example of that cooperating can be seen at the upcoming Fresh Summit trade show of the Produce Marketing Association in Anaheim, Calif., she said.
“When we go to PMA, they have a booth and we sponsor the photographer, and one year we brought a chef and the next year we brought (nutritionist) Cheryl Forberg to the booth,” Bohmer said.
Each has its own separate marketing plan for the fall, though, Bohmer said.
Capitalizing on holidays
APEAM will build a Halloween promotion, based on the Spookamole campaign it launched last year, said Eduardo Serena, marketing director.
“We’re also extending efforts to the Hispanic market in celebration of Dia de los Muertos, the Hispanic equivalent to Halloween,” he said.
That promotion is scheduled to run the full month of October, extending through Nov. 2 to the Hispanic market.
The promotion will include consumer sweepstakes, freestanding insert mailings to 13 million households Oct. 7, Facebook ads, and a microsite that features recipes, e-blasts and a relaunch of APEAM’s Avocado Dress-Up Game.
For the Christmas season in December, APEAM plans similar promotions geared toward the holidays, Serena said.
“It’s evident that avocado demand continues to rise in the fall months when football season is in full swing and (Mexico avocado) volume is at its peak,” Serena said.
Mexico shipped 781 million pounds of avocados to the U.S. in the 2011-12 season — a 25% increase over the previous year. Anticipated volume for 2012-13 is more than 825 million pounds, or a 6% year-on-year increase, according to APEAM.
MHAIA strategy differs
MHAIA has its own plans for the upcoming fall season, Bohmer said.
The association is running companion television and print advertising campaigns, Bohmer said.
The new MHAIA TV spots, scheduled to run from the end of October through mid-December, are scheduled to run on national cable TV, targeting female and food-oriented audiences on the Food Network, Bravo and HGTV, with an estimated 91 million impressions, Bohmer said.
A Grand Slam promotion will focus on guacamole for hot dogs and hamburgers and will have ads during Major League Baseball playoff telecasts on the TBS cable network.
Advertising spots and on-air “billboards” will run in October, delivering more than 52 million targeted impressions, MHAIA said. The campaign also will include a baseball-themed sweepstakes.
Four thousand supermarket displays nationwide will offer recipes, avocado selection and preparation tips and sweepstakes entry information. The retail campaign will include a display contest for produce department managers.
MHAIA plans to distribute more than 132,000 product samples and 80,000 brochures during its third annual Taste the Wow tour from August through November. Consumers can follow the tour online at www.theamazingavocado.com.
MHAIA also will mark Hispanic Heritage month from Sept. 15 to Oct. 15 with a sweepstakes for a trip for two people to Mexico.
Another sweepstakes will involve “Extra,” a news/entertainment-focused television program that will devote time to avocados.
Social media outlet House Party will be involved in 1,500 parties across the U.S. MHAIA estimates 24,000 women will participate in that program, which also will feature a sweepstakes.