Avocados from Mexico will be sharing the love at the upcoming Produce Marketing Association Fresh Summit Convention & Exposition Oct. 17-19 in Anaheim, CA.
With over 1 billion pounds of imports in the United States and 70 percent market share, AFM will be unveiling its “Made with Love” campaign, which showcases the love and dedication that goes into carefully cultivating avocados from Mexico and the way consumers can enjoy them with the people that matter most.
“Made with Love” conveys the positive, vibrant idea that avocados can take any meal from boring to fun and turn a simple gathering into a fiesta.
Show attendees can experience several multi-sensory activities at the new AFM booth, including a brand new exhibit inspired by the “Made with Love” theme, delicious avocado samples from two gourmet food trucks highlighting four core uses (guacamole, sandwiches, salads and snacking), multimedia content and the latest nutrition news.
“As a strong market leader, Avocados from Mexico is launching a bold, assertive plan that accomplishes our objectives of reinforcing the brand in the minds of consumers, while maintaining a healthy steady growth for the category,” Alvaro Luque, president of Avocados from Mexico, said in a press release. “As a leading brand in the segment, we are committed to growing the market. Our new plan delivers more than 1.6 billion impressions to drive avocado purchases and frequency.”
The “Made with Love” campaign includes multi-tiered programs to foster category growth. Retail partners can count on robust promotions, partnerships and innovation in merchandising to continue. The brand’s presence in foodservice is also expanding with an increase in awareness-generating promotional activity and best-in-class expertise.
At the consumer level, a major advertising, public relations, promotions and digital campaign is set to keep Avocados from Mexico top of mind. A brand ambassador strategy leverages the influence of celebrities, culinary and nutrition experts to share the latest avocado usage ideas, including Patti Jinich, chef and author of Pati’s Mexican Table; Maggie Jimenez, Hispanic lifestyle expert and regular on Univision’s “Despierta America”; and Barbara Ruhs, registered dietitian and nutrition expert.
Part of the new plan is a strategy designed to “own guacamole” eating opportunities and football.
“Super Bowl Sunday is one of the top avocado consumption days of the year, and AFM will continue with its football-themed promotions through the college bowl season and the National Football League playoffs,” Maggie Bezart Hall, vice president of trade and promotion for AFM, added in the press release. “We are excited to share our expanded Super Bowl plans with our partners at PMA and continue to build the momentum.”
These new initiatives, combined with a strong new harvest and the unique benefit of year-round availability, will provide fresh, high-quality avocados to be enjoyed by consumers every single month of the year.
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