DALLAS – Avocados from Mexico (AFM), the number one selling avocado in the U.S., today announced it will kick off its 2014-2105 retail promotional activity this Hispanic Heritage Month with “Échale al Asador” (Toss it on the Grill) a fully integrated program for Hispanic accounts. The “Échale al Asador” (Toss it on the Grill) program will drive aggressive display activtiy and consumer excitement. The program will feature a mobile sweepstakes and a coupon/recipe savings offer as well as digital/social and in-store merchandising.
The main drive to build excitement in consumers will be through text-to-win mechanism where consumers will be able to win outdoor large green eggs. In addition, consumers will be able to save $1.00 on their produce purchase when they buy 3 Avocados from Mexico. The savings offer will be made available via an in-store coupon and also through the text-to-win platform.
This is the first Avocados From Mexico mobile program that will be targeted to Hispanic consumers. Consumers will be able to text-to- win to enter in the sweepstakes, access the coupon and grilling recipes from their mobile device.
“Given that Hispanics are adopters of technologs in-language digital and mobile channels will be key to reach Hispanics in their path-to-purchase. In order to reach the “Nueva Latina” Avocados From Mexico needs to leverage the technologies that she uses to engage with her.” said Stephanie Bazán, Hispanic Marketing Director, AFM.
The “Échale al Asador” program will run from Sept. 15 to Oct. 15, 2014 in California, Arizona, Texas, Chicago and Florida in approximately 1,200 hispanic chain stores and independents.
Retailers will feature large avocado dump bins with the AFM header and Hispanic Heritage themed POS. An AFM in-store merchandising team will be utilized to help merchandise and maintain avocado displays . The digital and social aspect of the program will utilize a landing page on echalealascador.com as well as the AFM Hispanic Facebook and Twitter pages.
For more information about Avocados from Mexico visit www.avocadosfrommexico.com or to learn more about the “Echale al Asador” program, visit www.echalealasadaor.com starting September 15.
About Avocados from Mexico
Avocados from Mexico (AFM) is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Mexican Avocado Producers & Packers (APEAM A.C.) have combined resources to fund and manage AFM, with the intent to provide a focused, highly effective and efficient marketing program in the United States. AFM is headquartered in Dallas.
Source: Avocados from Mexico
