Avocado commission reaching consumers with social media

07/07/2014 11:41:00 AM
Andy Nelson

An extensive social media campaign is central to the Peruvian Avocado Commission’s big summer marketing push.

Consumer outreach efforts on Facebook, Pinterest and Instagram are all part of the Washington, D.C.-based commission’s social strategy to help move a big 2014 crop.

The campaigns are designed to build connections with consumers and to help consumers in turn connect with their local retailers selling Peruvian avocados, said Xavier Equihua, the commission’s CEO.

The Peruvian Avocado Commission’s marketing strategy includes a robust digital presence, including their website and social media platforms such as Facebook, Instagram and Pinterest. Several social media contests are designed to generate recipes that will be featured on the commission’s www.avocadosfromperu.com website.“Social media is the consumer outreach/engagement channel that complements Avocados From Peru’s overarching retail strategy,” said Enrique Camet, the commission’s chairman. “Social media is an important component to engage with our target audiences. And as we build this international brand, we want to be where our targets are.”

The commission sees its social media platforms as an opportunity to support PAC retailer partners further with complementary cross-promotions, said Bruce Dowhan, the commission’s vice chairman.

“The season of Avocados From Peru presents a limited period and within this short time, we intend to deliver the brand’s consistent message across all channels as many times as possible,” Dowhan said. “This cohesiveness ties all our outreach efforts together for an effective communications program.”

The commission launched its Avocados from Peru Facebook campaign June 12. As of June 30, the group was already up to 2,262 “likes.”

Recipes are a mainstay of the Facebook page, as are news, photos, health and nutrition information and in-store demo support for retailers.

For instance, when the commission launched a major promotion with Wal-Mart, it was able to get the news out via Facebook.

The commission’s page, facebook.com/avosfromperu, also is expected to be a hot spot for bloggers.

The second plank of the commission’s social media campaign revolves around Instagram, which taps into 21st century consumers’ interest in media other than the written word.

“Visuals are overall an important element to Avocados From Peru’s communication strategy,” Equihua said. “We built the website bearing in mind that visuals are able convey richer stories and capture greater attention.”

The commission intends to continue making visuals a priority when creating social media content, Equihua said, so all of its digital platforms have a consistent approach and are able to cross-pollinate for greater efficiencies and messaging reach.


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