( Logo courtesy Avocados From Mexico )

Dallas-based Avocados From Mexico took advantage of the Produce Marketing Association’s Fresh Summit Convention & Exposition in Orlando, Fla., in October to introduce its new, year-round shopper communication platform, initiatives and partnerships.

AFM wants to make a stronger connection with shoppers this year with the launch of its Savor Every Moment shopper communications platform that is focused on elevating engagement, expanding usage and increasing basket size, according to a news release.

This year’s partnership lineup includes the Rita’s line of margarita-inspired flavored alcoholic beverages, Tabasco sauce, Smithfield bacon and Tostitos tortilla chips and will support fall football, the Super Bowl, basketball championships and Cinco de Mayo.

Salads, the No. 2 use occasion for avocados, will be highlighted this fall with a salad-inspired digital hub that will offer salad recipes, user generated content and recipe review capabilities and will feature partnerships with Fresh Gourmet and The Incredible Egg (the American Egg Board).

AFM is working with registered dieticians to share the various health benefits of avocados in addition to addressing consumers’ health and nutritional questions.

AFM will partner with The Incredible Egg to focus on registered dietitian outreach, to connect with consumers by supporting America Heart Month in February and National Nutrition Month in March, since nutrition is the top category driver for avocados, the release said.

Avocados From Mexico also offers the Ready When You’re Ready education program that focuses on avocado picking, ripening, preserving and serving techniques. And a partnership with Glad Products Co. is designed to reinforce preserving techniques, the release said.

AFM is also offering an assortment of branded, semi-permanent, portable displays that can be used year round to drive sales, the release said.

AFM’s Tastiest Tailgate program, in partnership with Rita’s, is well underway.

“This program offers 360-degree campaign support to increase sales, lift and inspire avocado consumption through store merchandising, consumer savings, in-store radio, digital support, and retail-specific programming,” said Maggie Bezart-Hall, vice president of trade and promotion.

Digital and social media activations for the Tastiest Tailgate include paid digital support, an AFM landing page for recipe ideas and promotional support, she said.

Avocados From Mexico will distribute about 700,000 coupons through Facebook during the promotion period.

“Creating engaging experiences for our consumers while staying true to their game day rituals is important for us,” Dianne Le, associate shopper marketing director at Avocados From Mexico, said in a news release.

“Even though tailgating and home-gating season offers a variety of food choices, we are focused on providing fans with two delicious go-tos while reinforcing the connection between guacamole, beer and football,” she said.

AFM is offering a new joint-bin display with side stackers for Rita’s product to accompany AFM bins during the promotion.

Other incentives include:

  • A mail-in rebate of up to $3 on the purchase of three or more avocados from Mexico;
  • An Ibotta digital offer for a $6 rebate on the purchase of three or more avocados from Mexico and one Rita’s family 12-pack or larger;
  • A Catalina coupon offer of one free avocado from Mexico with the purchase of three; and
  • A coupons.com offer to save 75 with the purchase of three avocados from Mexico.

The Tastiest Tailgate program runs through Dec. 31.