DALLAS — Avocados From Mexico (AFM), the No. 1 selling avocado brand in the U.S., is teaming up with Old El Paso™ (OEP) for the fourth year in a row to help bring Big Game flavor to party spreads across the U.S. with the Guac Nation program. Running January 3 to February. 4, 2018, the program will build on the excitement of the Big Game and AFM's strong partnership with OEP to reinforce the connection between avocados and football.
"The Big Game is one of the largest home entertainment events that bring people of all backgrounds together to celebrate and feast on mouthwatering guacamole spreads," said Maggie Bezart-Hall, Vice President, Trade & Promotion. "We are looking forward to joining forces with our longtime partner Old El Paso™ to help every Big Game event across the U.S. celebrate with our Guac Nation program to not only elevate the taste experience but also drive demand for our retailers by emphasizing the versatility of avocados during a key consumption period."
Guac Nation will focus on helping every game day viewer and their guests strategically make flavorful plays of their own. Together, AFM and OEP go beyond delicious guacamole and offer a new level of versatility to this year's playbook with new creations to wow watch-party guests. While guacamole and chips will always remain a true Game Day classic, the partners are also offering a few twists to their go-to items with easy-to-make, crowd-pleasing avocado handheld recipes for football and avo-lovers everywhere.
To inspire shoppers and get avocados on the list, AFM will feature Guac Nation in a robust marketing campaign targeted at pre-shop, shop and post shop. With delectable recipes, dynamic in-store displays and targeted media our goal is to reach shoppers and drive engagement.
Getting avocados on the list is critical and that is why we have amplified social and digital activations this year. AFM and OEP's new blogger outreach program includes key food influencers sharing avo-news and positioning Avocados From Mexico and Old El Paso products as a must-have on every customer's shopping list before the grocery run. In addition, AFM will activate through ChannelSight, allowing consumers to view delicious recipes and add AFM and OEP items featured to their cart with a click of a button. Viewers can easily click through and shop from select online retailers. These activations will inspire shoppers and help drive basket ring once they are in-store.
Avocados From Mexico's 2016 Shopper Mindset Study found that 74% of shoppers report they would buy more avocados if they saw more "displays around the store to remind them of avocados." In an effort to enhance displays, AFM plans to implement in-store merchandising such as co-branded small/large bins, POS displays, in-store radio amplification, retail-specific programming.
In addition, shoppers can score big with in-store tear pads or online value offers via Coupons.com. Shoppers can save $1 when buying (1) OEP Dinner kit and (2) Avocados.
"We want this to be a seamless omnichannel experience," said Dianne Le, Senior Manager National Shopper Marketing at Avocados From Mexico. "Through activating across paid digital and social channels, we remain at the forefront of the produce industry, offering value to shoppers, bringing innovation to the category, helping deliver a shopper-centric solution for their Big Game spread while driving conversion at retail."
For delectable avo-recipes for the Big Game and everyday, along with additional program information, visit AvoFan.com. To learn more about these and other marketing and promotional activities, visit the Avocados From Mexico Facebook page, www.facebook.com/AvocadosFromMexico, or website, www.AvocadosFromMexico.com/trade
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) 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 Irving, TX.
Source: Avocados From Mexico
