“To drive retail sales, build the avocado category and sustain our strong brand momentum, Avocados from Mexico commits more funds to marketing support than any other avocado organization in the U.S.” according to a written statement to The Produce News from Eduardo Serena, marketing director of the Avocado Producers & Exporting Packers Association of Michoacàn, commonly known by its acronym APEAM.
For the 2012-13 season, “our fully integrated marketing program targets both general market and Hispanic consumers,” Mr. Serena said in the statement. That program includes television and radio advertising in selected markets, national print advertising, consumer promotions, online and mobile advertising, public relations, social media engagement and in-store retail merchandising.
The organization’s “fall-winter advertising blitz” this year will feature new creative content for its general and Hispanic market television spots that will debut in November. “The spots feature celebrity Chef Jamie Gwen for the general market and Chef Pepin for the Hispanic market,” Mr. Serena said.
Throughout the month of October, Avocados from Mexico is building on the Spookamole campaign that was launched last year. “As Halloween continues to grow as a major holiday with increased spending,” the campaign is seeking “to position rich, creamy avocados as a must-have Halloween party food,” he said in the statement. At the same time, the campaign is “extending efforts to the Hispanic market in celebration of Dia de los Muertos.”
The campaign will reach consumers through “a festive consumer sweepstakes, a full-page FSI that was delivered to more than 13 million households” on Oct. 7, “Facebook ads and a microsite with special guacamole recipes, party drinks and Halloween-themed dishes; an eye-catching E-blast to the general and Hispanic markets; [and] the re-launch of the Avocado Dress-Up game with mobile format and kooky-spooky Halloween costumes for the Avocado Amigo characters,” he continued.
Another fall promotion from APEAM is called Better Baking with Avocados from Mexico. According to the written statement, “consumers are becoming more health-conscious and aware of what they eat. But one thing they don’t want to sacrifice is great taste and flavor. Avocados are a great substitute for foods that are higher in saturated fat. With their mono and polyunsaturated good fats, avocados give consumers the same rich creamy texture but with less saturated fat and calories, regardless of where they were grown, and that is what retailers can leverage.”
For the 2012 holiday season, “Avocados from Mexico is helping retailers increase sales by showing consumers that they can bake better by substituting avocados for butter or oil in brownies, cookies, cupcakes and other favorites. The results are rich, moist, guilt-free goodies,” Mr. Serena said in the statement.
The Better Baking promotion message is being spread through a consumer sweepstakes on Facebook in December; a full-page FSI featuring the sweepstakes on Dec. 2 that will reach more than 13 million consumers; online and mobile ads on popular food sites in November and December; “eye-catching in-store signage in thousands of retail locations placed by third-party suppliers;” a targeted E-blast in November that will reach more than 450,000 consumers; and an outreach to influential food bloggers.
In December, “Avocados from Mexico will launch a promotion centered on the popular Hispanic celebration of Posadas, featuring celebrity Chef Pepin to support this beloved holiday tradition,” Mr. Serena said in the statement. “Hispanic consumers will be reached through online and mobile advertising, blogger outreach to influential Latino bloggers, a special online coupon offer on the AFM Spanish website and more.”