The Peruvian Avocado Commission is kicking off the season in June with retail and consumer marketing initiatives to promote the estimated 170 million pounds arriving in the U.S., and has a new mascot and partnership with the California Walnut Board.
June’s events include sponsorships with the World Cup and the Major League Baseball All Star game in Washington, D.C. Avocados from Peru spots will be on the radio (when Peru plays Denmark) and digital ads.
“Given the increased supply of Peruvian Avocados this season, we will be focusing many of our marketing tactics around retail trade activity alongside supreme consumer tactics,” Xavier Equihua, CEO and president of the avocado commission, said in a release. “… We will be offering various strategic co-marketing opportunities from which retailers can specifically tailor their preferred programs.”
Peru plans to export a total of 660 million pounds, 170 million to the U.S. The season lasts to mid-September, according to the release.
The commission and the California Walnut Board have plans to demo the versatility of their products at Costco, Sam’s Club and Walmarts across the country beginning June 15. The collaboration, which includes recipes, continues Avocados from Peru’s campaign of showcasing the nutritional benefits of avocados to consumers.
Playful, yet sophisticated
The group is introducing a mascot through a social media campaign. The mascot draws inspiration from Peru’s heritage and the Peruvian Avocado logo, according to a news release.
“Our primary social media objective is to continue building an engaging brand presence that offers an experience unlike any other,” Equihua said in the release. “Through our new mascot, we are aiming to connect with a younger audience in an interactive way that expands the overall reach of our content.”
The mascot adds a “playful yet sophisticated touch” to the group’s digital media campaign and will appear in a video promoted through digital outlets, according to the release.
Numerous plans this summer
The Peruvian Avocado Commission has many plans to connect with consumers this summer, including:
- The return of Avo-Dogs at Orioles baseball games on Father’s Day weekend (June 16-17);
- Peru at the Zoo, in which visitors to Baltimore’s Maryland Zoo will receive avocados and ripening bags;
- Public buses in Washington, D.C., Philadelphia and other cities will bus wraps featuring avocados and Machu Picchu;
- Increased trade and consumer advertising, retail incentive programs, high-profile partnerships and social media activities;
- A larger in-store demo presence, with more than 8,000 demos with retail trade;
- Tools for retailers, including geo-targeted mobile ads, display bins and ripening bags;
- Ads on Spotify and Pandora reminding consumers of avocados’ heart health benefits; and
- Full-page ads in Vogue, Vanity Fair and Women’s Health, focusing on health and beauty.