Los Angeles, CA – With record volumes anticipated to ship this spring, Avocados from Mexico has announced its new 2012 fully-integrated spring campaign aimed to further increase avocado consumption and build market demand from March Madness through Cinco de Mayo and into June.
The new spring Avocados from Mexico marketing campaign will deliver more than a billion impressions, kicking off with a robust broadcast advertising campaign that will hit the airwaves on March 19th for a total of 6 weeks in key target markets.
The spring program will also help drive market demand and increase consumer purchase frequency through online and mobile marketing, consumer promotions, print ads in popular publications across the nation, public relations efforts, social media engagement, in-store merchandising and more.
“We’re not only building on our brand’s success, but we’re also fueling future growth for the category with new marketing strategies that expand usage,” says Eduardo Serena, APEAM Marketing Director. “This Spring you can expect to see new strategies that go beyond the traditional approach to inspire consumers to purchase more avocados, more often and enjoy them in new ways.”
According to the just released 2012 Fresh Trends Survey results, the likelihood of an avocado purchase climbed 11 percentage points from 2011 – the second largest jump to any commodity in the survey after pineapple. In fact, avocados were the #1 item that consumers said they buy now that they did not buy previously, with 26% saying so.
To help support the increased volume and further drive demand this spring, Avocados from Mexico is encouraging General Market consumers to enjoy avocados for breakfast as a simple spread on toast, diced into wraps and blended into smoothies. The spring breakfast campaign includes the “Wake Up A Winner” sweepstakes, where daily prizes will be awarded and a grand-prize winner will be selected to win a trip to a beautiful Bed and Breakfast in Napa Valley. The promotion will reach more than 12 million consumers through online and mobile advertising targeting moms in key markets, eye-catching in-store signage placed at retail, extensive media relations efforts and social media outreach on multiple platforms.
For the Hispanic Market, Avocados from Mexico is partnering with celebrity Chef Pepin to promote the great taste and nutritional value of avocados as part of a healthy diet. The promotion will be supported by a Spanish-language advertorial featuring Chef Pepin in regional newspapers in April, online and mobile advertising targeting Latina moms in key markets, a microsite featuring culturally-relevant recipes, nutrition tips and a coupon offer, as well as tailored seasonal recipes to drive additional media opportunities.
“Our Business Development Managers have already hit the ground running to meet with their accounts and set up customized promotion programs to support in-store merchandising efforts for spring.”
In addition, Avocados from Mexico has a variety of free POS materials that can be used to encourage impulse sales such as secondary displays and POS cards. Retailers are encouraged to create displays that are eye catching, set up secondary displays in highly trafficked areas and showcase POS cards that highlight meals that are ideal for entertaining. Avocados from Mexico also recommends displaying avocados next to items they partner with in meals and recipes such as bread for breakfast or deli meats, chips, pre-cut salads and platters, which reminds consumers to purchase these items together. Avocados from Mexico POS materials can be ordered online at www.avocadosfrommexico.com/trade.
About Avocados from Mexico
Avocados from Mexico are the World’s largest producer and the top provider of avocados in the United States and the rest of the world. Carefully cultivated and perfected over generations in the land where avocados originated, they’re grown in the unique climate and rich soil of Michoacán, Mexico. Available year-round in a variety of grades, sizes and weights, Avocados from Mexico are naturally creamy and nutritious with a rich, authentic flavor that has come to be known as the World’s Finest.
About APEAM
A nonprofit organization founded in 1997 to represent the Hass avocado industry from the Mexican state of Michoacán in its export program for the brand Avocados from Mexico, to the U.S. The Avocado Producers and Exporting Packers Association of Michoacán (APEAM) is dedicated to developing and implementing stringent quality measures to ensure the production of the finest avocados available anywhere, worldwide. APEAM currently represents nearly 7,000 growers and 35 packers in the state of Michoacán, the heart of Mexico’s main avocado growing region. APEAM develops and executes strategic marketing initiatives with the goals of 1) building awareness of Mexican avocados as “The World’s Finest” and 2) working with our customers to build demand for Hass Avocados from Mexico throughout the United States and around the world.
Source: Avocados from Mexico
