In the continuation of its multi-tactical “eating healthy and thinking green” avocado campaign, Avocados from Peru has teamed with the Cleveland Browns and Meijer to bring fans the “Ultimate Sweepstakes of the Football Season.”
Through Oct. 16, 2023, Browns fans can enter the sweepstakes to win a custom 2023 AVO Browns Ford F-150 Lightning XLT Truck, a VIP tour of the Browns Cross Country Mortgage Campus or a $1,000 Meijer gift card.
“This is the finale,” Xavier Equihua, president and CEO of the Washington, D.C.-based Peruvian Avocado Commission told The Packer. “The Peruvian avocado season in the U.S. is culminating in a first for the NFL — a sweepstakes in which the semifinalists will compete to win the ‘ultimate green machine’ on the field at halftime.”
Fans can enter the sweepstakes by visiting ClevelandBrowns.com/avocados and following @avosfromperu on Instagram.
Three fans will then be selected as semifinalists to participate in an on-field halftime competition during the Cleveland Browns versus Arizona Cardinals game Nov. 5 at Cleveland Browns Stadium.
Additionally, fans are encouraged to participate in the “Guac and Roll Vote” to choose the Official Guacamole of the Cleveland Browns. The winning recipe will be chosen on Aug. 27 and will be available in select locations throughout Cleveland Browns Stadium this season, according to a news release.
Select fans will receive free guacamole with any purchase of nachos at select locations at Cleveland Browns Stadium when the team faces the Tennessee Titans on Sept. 24 and Baltimore Ravens on Oct. 1, the release said.
“The Cleveland Browns are proud to team up with Avocados from Peru and Meijer this season to help to get fans excited about eating healthy and thinking green,” said Cleveland Browns Senior Vice President of Marketing and Media Brent Rossi. “The sweepstakes and activations will provide a unique experience for fans throughout the season, and we’re excited for the culmination of the sweepstakes in November when we’ll be able to host a competition for the custom AVO Browns truck on gameday.”
With the Browns campaign, Avocados from Peru — which recently announced a similar campaign and electric vehicle sweepstakes in partnership with The Kroger Co. and the Atlanta Braves — aims to create excitement for the avocado category in the Midwest and around the world.
“These partnerships are highly strategic and carefully curated,” Equihua said. “The Browns are the sports team with the biggest following in Ohio. Unlike the West or on the East Coast, a lot of work is needed in the Midwest to create traction for avocados.”
By working with the Cleveland Browns — which has named Avocados from Peru its official avocado — and the Grand Rapids, Mich.-based Meijer — the official supermarket of the Browns — the organization seeks to raise awareness for avocados with the team’s avid Midwestern fanbase and beyond.
“The avocado category has been static for the past five years, and that’s concerning,” Equihua said. “There’s only so much you can do with a picture of guacamole in a supermarket.”
Which is why Avocados from Peru is taking a page from the playbooks of big CPG brands like Coca-Cola, with this multi-tactical campaign that combines PR, social and traditional media, football and a unique sweepstakes, all while promoting the importance of healthy eating and living, he added.
The Cleveland Browns and Avocados from Peru brand ambassadors will be on-site promoting the sweepstakes with the custom Browns Avo Truck at a number of events, the release said. Fans are encouraged to visit the activations to participate in an “Avocado Toss,” learn more about the sweepstakes and win various avocado-themed prizes.
Avocados from Peru Cleveland Browns activation schedule:
- Training Camp — Aug. 9
- Game day at Cleveland Browns Stadium
- Dawg Pound Drive on Sept. 10 and Oct. 1.
- Meijer gate activation on Aug. 11 and Sept. 24.
- Meijer store activations
- Aug. 25 – Seven Hills (7701 Broadview Road in Seven Hills, Ohio)
- Sept. 8 – Stow (4303 Kent Road in Stow, Ohio)
- Sept. 15 – Avon (1810 Nagel Road in Avon, Ohio)
- Concession stand guac giveaways: Sept. 24 and Oct. 1
“While this campaign creates awareness for Avocados from Peru, at the end of the day, it helps the whole avocado category and produce in general,” Equihua said.
