Marketers, growers and retailers gear up for Cinco de Mayo promotions

As Cinco de Mayo approaches, produce companies and retailers are preparing promotions to boost sales of fresh fixings for guacamole, tacos, burritos and other Mexican food favorites. 

It’s no surprise that demand for avocados spikes in the days and weeks leading up to May 5. The holiday is second only to the Super Bowl in terms of consumption, mainly in the form of guacamole.

“We had record-setting Cinco de Mayo sales last year, as volume was up 61% from 2022 and up 18% from the year prior,” said Stephanie Bazan, senior vice president of commercial strategy and execution for Avocados From Mexico. “Cinco is a great occasion for us — and growing.”

This year the agency is partnering with Cholula Mexican hot sauce on a campaign called “Cinco De Licious,” which includes colorful bins, themed packaging, display signage and discount offers. 

“We partner with more than 160 retailers and grocery stores, and what we try to do is encourage them to add avocados to their Cinco displays,” Bazan said. “We also recommend creating guacamole stations to make it easier for the shoppers to find what they need to make the perfect guac,” such as tomatoes, onions and cilantro.

The Cinco De Licious campaign will reach beyond retail produce departments through social media and digital marketing support. To boost digital engagement, AFM is putting a Cinco de Mayo spin on its “GuacAImole” generative AI tool — originally launched for the 2024 Super Bowl — that helps consumers create customized guacamole recipes. 

Users simply upload one or more photos of the ingredients they have on hand, and an original recipe pops up. Since its launch, AFM has upgraded the tool to improve the user experience, and display avocado “fun facts” while the user waits for the recipe. The agency plans to drive consumers to the GuacAImole tool, available via the Cinco de Mayo landing page on AFM’s website, via both paid and owned media.

Healthy spring supply

Avocado grower and packer GLC Cerritos, based in the Mexican state of Jalisco, is reporting a healthy supply of avocados for this year’s Cinco de Mayo celebrations. 

“Mexico continues to have significant volumes and will remain by far the largest avocado supplier in the U.S. market through the spring and into the summer,” said GLC Cerritos sales representative Sophia Cavaletto. “The size curve is heavy to 48s this season, and eating quality is at its peak.”

In addition to working with AFM on Cinco de Mayo promotions, including volume-driving bag coupons, GLC Cerritos will label cartons with the Rainforest Alliance logo to inform shoppers about the company’s sustainable farming practices. 

When working with retailers, Cavaletto noted, “Information and communication are key.” As Cinco de Mayo approaches, she says it’s important to convey that Mexico’s avocados are at their peak in terms of quality. 

“Our harvest-to-order model is designed to keep the freshest fruit rotating through the distribution channels,” she said.   

California’s avocado yield is also on track for a healthy Cinco de Mayo supply. The California Avocado Commission estimates the 2024 crop will be slightly smaller than average at 200 million pounds total for the season, with consistent crop size and availability.

Mango marketing

On April 1, Crespo Organic Mangoes in McAllen, Texas, launched its annual #CelebrateMexico #CelebrateMangoes campaign, which offers mango merchandising tips, recipes and other tools to help retailers create excitement and increase sales for May 5 celebrations.  

The program combines virtual and in-store support, spotlighting mango education and Mexican cultural appreciation. 

“Our goal isn’t just to boost mango sales during the holiday frenzy,” said Crespo sales and marketing representative Nissa Pierson. “We aspire to deepen understanding of the Mexican heritage integral to our brand on a day when we have incredible attention on Mexico. 

“Leveraging the vibrant displays of Mexican fruits and vegetables in stores, we aim to foster appreciation for Mexico’s diverse agricultural bounty and highlight its everyday value,” she added. “We delve into Cinco de Mayo’s history and offer traditional and modern recipes featuring not just mangoes, but the rich offerings of Mexico.” 

Crespo’s campaign includes recipe cards, downloadable POS materials, virtual salsa-making demonstrations, and blog posts with advice from experts such as Brian Dey, the senior merchandiser and natural stores coordinator at Four Seasons Produce.

Mission Produce in Oxnard, Calif., is also promoting mangoes as well as avocados from both Mexico and California. 

“Cinco baskets with avocados and mangoes were worth 62% more than the average produce basket last year,” said Galen Johnson, senior director of sales, foodservice and wholesale at Mission Produce. “For this reason, the weekend of Cinco de Mayo is a great time to cross-merchandise avocados and mangoes together with affinity ingredients, like chips and tortillas.”

The company is working with AFM to offer its retail customers POS merchandising, bags and display bins to support in-store promotions.

Promoting prepared products

Avocados and mangoes aren’t the only high-demand items for Cinco de Mayo. Prepared salsas and dips are also big sellers. 

“We have a multitude of programs and promotions going on for Cinco de Mayo,” said Tara Murray, vice president of marketing at Yo Quiero Brands in Rhome, Texas. “We will be highlighting our entire Yo Quiero Dip Destination,” which includes a variety of guacamoles, salsas, quesos and bean dips. 

Along with providing deals that will allow retailers to offer Yo Quiero products at reduced prices, the company is promoting product giveaways via shelf tags and promoting products nationally through social media and influencers. 

“During Cinco de Mayo, retailers do an amazing job creating bright and colorful displays,” Murray said. “Since our products need to be refrigerated, many stores create exciting cooler displays at the front of the store that have our products and other items recommended for Cinco de Mayo like meat, chicken and cheese. Along with the cooler, retailers display chips, paper products and other items that make this area a one-stop Cinco shop for customers.”

Retailer preparations and promotions

Robert Backer, fruit category manager for The Giant Co., notes that many Giant Food shoppers celebrate Cinco de Mayo, and the holiday continues to grow in importance for the Carlisle, Penn.-based retailer.

“Our promotions include all the items needed to make our customers’ parties a success, including avocados, limes, cilantro, tomatoes, lemons, mangoes and peppers,” Backer said. “We offer multiple sizes of avocados, including mini avocados for single use, traditional avocados for slicing, and jumbo avocados for making homemade guacamole.” 

For convenience-driven customers, he added, Giant Food highlights a variety of premade guacamoles and salsas.

At Stop & Shop stores, headquartered in Quincy, Mass., produce buyers see big holiday demand for avocados, corn, jalapeno, onions and tomatoes.

“The week before Cinco de Mayo and leading into the holiday, Stop & Shop will have sale offerings and coupons available in our circular, on our website, and through our loyalty ‘Go Rewards’ program,” said Daniel Wolk, external communications manager. 

Promotions will focus on Cinco-centric produce such as tomatoes, corn, jalapeño peppers, avocados, onions and mangoes.

For this year’s Cinco de Mayo holiday, The Kroger Co. is planning a four-week Latin Flavors celebration in stores, in which customers will be invited to explore Latin cuisines. Each week will highlight a different recipe, with departments throughout the store participating. Kroger stores will also host in-store sampling events during the entire period.

Produce promotions will focus heavily on avocados and mangoes, along with roma tomatoes, onions, tomatillos, cilantro, limes and jalapeños.