“We’re encouraging Instagram followers to showcase how creative they can get with Avocados From Peru by sharing compelling images they’ve captured.”
One purpose of the Instagram campaign is to cross-promote Peruvian avocados with as many retail brands as possible, so consumers know where they can go to buy Peruvian.
Recipes and preparation tips are among the highlighted content, and the commission is encouraging users to make a personal connection with Peruvian avocados.
To that end, the commission is launching an Instagram-based Monumental Avocados contest. The first will likely run from mid- to late July, the second from about Aug. to Aug. 17.
The contests will reward 10 winners with cash prices, possibly of $100. To generate interest in the contests, the commission is enlisting the help of bloggers.
Last but not least in the commission’s 2014 social media outreach is a “Pinterest party,” likely to be held sometime in late August.
The event will, among other things, be a recipe generator — specifically for different categories of avocado usage.
A well-known food blogger, Coryanne Ettiene, will host the event and network with other bloggers to promote it. Four Pinterest “pinners” will be randomly chosen for prizes.
Another contest, set to launch the week of July 7, is a collaboration with the food52.com website. Linking up with the popular site is a good way for the commission to instantly get attention from a lot of discerning consumers.
“They have a great foodie fan base,” Equihua said.
The five-week contest couldn’t come at a better time.
“It creates top-of-mind awareness for Avocados From Peru during the peak season,” Equihua said.
Five of the recipes generated by the contest will become Avocados from Peru recipes.
Blog ambassadors like Marla Meredith, who has a huge following as the author of the Family Fresh Cooking blog, also are developing recipes for the commission and sharing their “tips and tricks.”