Avocados From Mexico is proud to announce its first national marketing campaign … Avocado All-Stars.
Launched October 1st, the month-long integrated promotion leverages the Major League Baseball (MLB) playoffs and shows how fresh Mexican avocados can help “green up” their game-day snacks with zesty, nutritious guacamole and other avocado-rich dishes, as an alternative to mayonnaise. Fresh avocados from Mexico add all-star status to any game-day spread by making good foods better.
The Avocado All-Stars promotion is an integrated campaign including TV, print and digital advertising, in-store signage and a full promotional program. It will generate over 236 million impressions by the end of October, delivering approximately 25 percent of the impressions projected for the Avocados From Mexico annual paid advertising plan. The integrated campaign includes:
- National TV advertising during post-season MLB coverage on TBS
- National print advertising in People and Entertainment Weekly, including placement in People’s popular Best Dressed issue
- National sweepstakes, with a chance for two participants to each win a $5,000 grocery gift card
- Dedicated landing page, with social integration, at www.avocadoallstars.com
- Retail displays and promotion
- Digital, social media and public relations support
National TV advertising began running on TBS on October 1st at the start of the MLB playoffs and will extend throughout October. A series of four TV spots are showcasing fresh avocados from Mexico as the perfect game-day food, and also announcing a $5,000 grocery card sweepstakes.
The TV plan calls for 45 placements during MLB playoff games, expected to generate over 100 million household impressions (see full TV schedule below).
Avocado All-Stars also features a comprehensive retail program, with $98,000 in incentives for produce personnel. In-store signage promoting the campaign, including secondary display bins and point-of-sale materials, will be displayed at retailers around the nation. The program also features a partnership with Ro*Tel and includes a coupon for a free can of Ro*Tel with the purchase of three avocados from Mexico. The coupon and grocery card sweepstakes are featured in national print advertising and will be running on in-store radio in over 9,900 locations.
This promotion is part of a larger consumer campaign designed to differentiate and distinguish avocados from Mexico from those of other countries, as well as from processed avocado products. As the only avocados available year round, avocados from Mexico are always in season and deliver year-round freshness and delicious taste.
Avocados From Mexico has designed the campaign to be rooted in avocado education, to excite consumers with new uses, and to explore creative ways to cook with avocados. All Avocado All-Stars communications is concise, making it easy for all audiences to read and share the information.
Looking ahead, Avocados From Mexico is planning a Feliz Navidad in-store promotion and a full, integrated program aligning with the winter football season. We will share updates on these exciting promotions in the upcoming months.
Source: Avocados From Mexico
