In the most aggressive marketing plan yet for Mexican avocados in the United States, Avocados from Mexico — which expects to capture a 70 percent market share for the current marketing year, has plans to run eight major promotions this season in what Avocados from Mexico President Alvaro Luque called “the boldest plan we have ever had.”
The campaign consist of five national promotions for the general market presented in key stores throughout the country and three promotions specifically for the Hispanic market.
The first promotion of the series was launched Sept. 15 in conjunction with Hispanic Heritage month, “and we’ll go up to June without stopping,” Luque said. “We don’t have one month of the year until June 2015 that we are not going to have a promotion out there.”
The next promotion was rolled out Oct. 15. “We are partnering with Conagra RoTel” in RoTel’s sports-related promotion called Hungry for Football, he said. That promotion will feature “our joint recipe” called Rock & Guac.
Luque said he expects Avocados from Mexico to have more than 7,000 bins of product in the stores for the promotion. It will also involve a free-standing insert and some in-store coupons.
“Right after that promotion, we are going to start one called Guac Fiesta” for the months of December and January, leading up to the Super Bowl weekend. That will be a partnership between Avocados from Mexico and Old El Paso, who is “a great partner. We are going to have a lot of excitement around it.” Old El Paso is “a company, so we are going to have a lot of extra communications in radio and digital that we are working out with them,” Luque said.
“We wanted to develop something different for the brand this year,” so immediately after Guac Fiesta, Avocados from Mexico will roll out a promotion called Fanwich. Having focused on “owning” guacamole during the football season, “we want to make the switch from guacamole to sandwiches,” he said.
The objective, according to a written statement by Avocados from Mexico to The Produce News, is “to keep momentum strong after the big game through an in-store program and an attractive consumer promotion supported by national media.”
Simultaneously, “we are going to have a crepe promotion, probably partnering with Mission Foods, and we are also going to have a foodservice promotion that we are working out with some big partners,” he said. “It is going to be the first time” that Avocados from Mexico has worked promotions “at three different levels at the same time.”
After the Fanwich promotion, “we go immediately into Cinco mode,” Luque said. For the Cinco de Mayo holiday, a prommotion called Ultimate Mexican Fiesta will run April and May with Heiniken and possibly another major brand as partners.
Following Cinco, in May and June Avocados from Mexico will run a promotion called Summer Salad Festival “to inspire consumers with fresh, healthy new summer salad ideas” using Mexican avocados, according to the written statement.
In parallel with the general market promotions, Avocados from Mexico will run promotions specifically for stores catering to the Hispanic market, he said. Those will include a Hispanic version of the Cinco festival and, in April and May, a soccer-related promotion “where we are probably going to bring back again, the soccer stars to partner with us” as was the case in 2014.
Supporting the promotions will be an extensive communications strategy, Luque said. It will include an advertising campaign with seven new television ads. “The first four are ready to roll, and we are going to launch our first ad Nov. 11 during the pregame show of the Notre Dame football game,” introducing the new “Made with Love” campaign theme.
In addition to television, starting in October and continuing through May, the campaign will include print and digital ads. The combined effort is expected to build up 16 billion impressions, he said.
Avocados from Mexico will also be doing an extensive re-design of its website, expanding the one website into four: one for the general market, one for Hispanics, one exclusively for the trade, and “for the first time,” one for foodservice, he said. The concepts were unveiled at PMA Fresh Summit in October and the websites will go live in November.
“The core focus of our plan is to influence avocado consumers to eat more avocados more frequently,” said the written statement.
“We are concentrating our efforts in increasing penetration and frequency with the avocado medium consumers and in building more avocado baskets with the heavy consumers.”
Avocados from Mexico is committed to maintaining and accelerating the growth of avocado consumption in the United States, the statement said.