Lidl to feature ‘Eat Healthy and Live Green’ Peruvian avocado campaign

To usher in the arrival of avocados from Peru in the U.S., the Peruvian Avocado Commission has launched an extensive 2022 promotional campaign that underscores its commitment to the environment and health.

The multifaceted campaign includes a Tesla sweepstakes; expanded media partnerships; avocado-themed bike sharing and public bus initiatives; geo-targeted retailer e-coupons; a 100-page e-cookbook; and more.

“There are only two ways to get people’s attention — offer a traditional discount or do something really cool that inspires the consumer,” Xavier Equihua, president of the Peruvian Avocado Commission, said of the new campaign. “At the end of the day, there’s only so much you can do with a bowl of guacamole — that can be an effective enticement, but it’s essential to do more exciting things.”

Calling it the PAC’s “biggest promotional campaign yet,” with “never-before-seen” retail tactics, Equihua is confident in the new campaign’s ability to inspire and excite the consumer.

Tesla, Lidl meet Avocados from Peru

As part of its “Eat Healthy and Live Green” campaign, the PAC — the industry’s U.S.-based marketing arm headquartered in Washington, D.C. — is launching a special edition 2022 AVO Tesla Summer Sweepstakes Giveaway in partnership with Lidl and other leading retailers.

Each retail partner will host separate sweepstakes in different regions of the country to promote and spread the message of the campaign: “Eat Healthy and Drive Green.”

The key pillar of this giveaway, said PAC, is to encourage healthy and sustainable living as consuming Avocados from Peru provides benefits to the body and the environment — just as electric vehicles cut down on pollution and carbon emissions.

Lidl is set to kick off the sweepstakes in all of its stores from New York to Georgia on July 1. The giveaway, which ends Aug. 31, 2022, will culminate with a winner receiving the avocado skin design-wrapped Tesla at one of Lidl’s flagship stores after the Labor Day weekend.

“We’re the first in retail to use Tesla to promote health and the environment in this way,” Equihua said. “Tesla is a global cultural phenomenon, like the avocado. No car has the cache of a Tesla. It’s a sexy vehicle, just like the avocado is a sexy fruit.”

Tune into Avocados From Peru

Avocados From Peru will also expand its media partnership with NBC, Telemundo and FOX to reach over 70 media markets, including Washington, D.C., New York, Los Angeles, Philadelphia, Dallas, Boston and other top-10 markets in the U.S.

It is also set to be a local sponsor of top programming that includes the MLB All-Star Game, Gordon Ramsey’s “MasterChef,” “America’s Got Talent,” and the Latino Billboard Music Awards, among others. PAC said it will use these opportunities to promote Avocados From Peru as well as the 2022 Avo Tesla Summer Sweepstakes Giveaway.

“These digital tactics and in-store promotions are very robust and have never been done to this extent in retail, especially during the summer,” Equihua said.

The 2022 AVO Bike Social Media Contest

To further promote its theme of health and sustainability, Avocados From Peru will launch the 2022 AVO Bike Social Media Contest in partnership with Washington, D.C. and Philadelphia Public Transit Authorities.

Advertised at bikeshare stations, the contest will give away electric bikes wrapped in Avocados From Peru skin print to winners living in those cities.

Additionally, Avocados From Peru branding will be wrapped around public buses in Washington, D.C. and Philadelphia to promote the use of public transportation and the 2022 AVO Tesla Summer Sweepstakes.

It was important for the PAC to promote its new campaign alongside public transportation options, said Equihua, as “Peru is very eco-, socially and environmentally friendly, just like the avocado is a friend of the environment.”

Cost savings for consumers

Given rising food inflation and with a healthier consumer pocketbook in mind, the PAC campaign includes expanded e-coupon discounts for the consumer and instant rebates like the one it pioneered at Costco two years ago. “It was a great success, and it continues to be,” Equihua said of the campaign. “Instant and e-coupons help retail move more fruit and provide our customers a direct benefit.”

This year, PAC says it is re-introducing its coupon program at Costco, BJ's, Walmart and other top retailers across the U.S. Throughout the summer, the campaign will include marketing and promotional efforts to encourage the sale of Peruvian avocados in and around retail stores across the country.

Educational mesh bags go organic

To build upon last year’s introduction of the educational mesh bag band for conventional fruit at Costco and other retailers, PAC said it’s expanding the educational mesh bags to organic avocados this year.

The bags for both conventional and organic avocados will continue to offer tips to educate consumers on how to properly ripen and store avocados, as well as include a QR code to download a free 100-page e-book devoted to cooking with avocados.

A record 2022 crop

This summer, Peru expects to export to the U.S. an unprecedented 250 million pounds of avocados, according to the Peruvian Avocado Commission. This represents an increase in Peru’s export volume from last year. Once again, the country will export over one billion pounds to the world making it the second largest producer and exporter of the superfood.

The rise in Peruvian avocado exports to the U.S. should help satisfy increasing demand for the fruit during the summer and help the U.S. maintain its status as the largest avocado-consuming country, said Equihua.

“This year, the U.S. market is expected to consume 2.8 billion pounds,” which doesn’t include organics, as they don’t usually pay assessments to the federal promotion program, added Equihua. “I believe the 3-billion-pound mark will be easily surpassed next year,” he said.

Established in 2010 to increase the consumption and demand for Avocados From Peru through advertising, retail promotion and public relations, the PAC's promotional activities are conducted under the guidelines of the federal promotion program for Hass avocados, which is under the oversight of the USDA.