Cinco de Mayo is coming soon, and once again the holiday presents opportunities to leverage countless cross-merchandising combinations anad point-of-sale material.
As one example, the new Thank Guac It’s Cinco campaign from Avocados From Mexico includes NatureSweet and Bud Light.
“Co-purchase between avocados, tomatoes and beer is already high, and NatureSweet and Bud Light are a perfect partnership to celebrate Cinco,” said Stephanie Bazan, vice president of trade and market development for the Irving, Texas-based organization,
“(Point-of-sale material) will include eye-catching displays perfect to inspire guacamole, joint savings offers and social media support.”
While bulk displays might make the biggest visual impact, Avocados From Mexico also encourages retailers to include packaged avocados in their holiday assortment.
“Although bulk drives the business, there has been tremendous growth of bagged fruit,” Bazan said.
“Given the growth and popularity of bagged fruit, retailers should consider displays or racks that will merchandise bagged avocados. These racks can be merchandised next to other popular Cinco de Mayo produce ingredients such as tomatoes, onions, jalapeños for guacamole making.
“Utilizing and featuring bags are a perfect opportunity to drive units per trip for guacamole-centric Cinco celebrations,” Bazan said.
“A good-size guacamole to share with family and friends requires five avocados, making bags a great grab-and-go solution.”
Bob Lucy, president of Fallbrook, Calif.-based Del Rey Avocado, said the dynamic of more people moving quickly through stores instead of browsing has contributed to that growth.
“We are seeing, because of COVID, an uptick in the amount of bagged avocados that we’re selling as an industry,” Lucy said.
Gary Caloroso, regional business development director for Los Angeles-based Giumarra Cos., suggests placing bagged avocados in departments around the store and at checkout stands to increase sales.
