Avocados from Mexico has revea;ed that it is launching two new integrated consumer programmes throughout the winter months, in a bid to spur sales and drive increased demand for fresh Mexican avocados in the US.

Both programmes are backed by national digital and social media support to engage consumers.

'Because Avocados from Mexico are available year round, our goal is to get consumers to think of fresh avocados as a way to enhance their holiday menus and as a staple at their game day parties, even when local varieties are not in season,' the group said.

The first programme is the 'Feliz Navidad Programme', which runs from November through until December this year. This will see Mario Lopez acting as the celebrity spokesperson, highlighting the melding of Mexican and American holiday traditions, including the use of fresh avocados in classic recipes.

Retail Promotions include a Modelo beer partnership, featuring a coupon offer: buy three Avocados from Mexico and save US$3 instantly on a 12-pack of Modelo, while national digital advertising will run on food, entertaining and health websites - including Allrecipes.com, Evite.com and WeightWatchers.com - to inspire consumers to use avocados from Mexico to make their holiday dishes even better.

The second drive is the Super Bowl/Winter Sports Programme, running from January to February next year. It involves a 'Guacamole Bowl', which will challenge friends and followers to share their best guacamole recipes on one of AFM’s social media channels, celebrating that guacamole is a staple for every Super Bowl viewing party. This programme will also introduce consumers to new ways to enjoy fresh Avocados From Mexico.

Retail Promotions will include two coupon offers and a National “Super Spread” sweepstakes prize to create consumer excitement around retail promotions.

Meanwhile, for those consumers who don’t follow football, Avocados from Mexico’s Awards Season programme will focus on including fresh Avocados from Mexico in appetisers and snacks while watching the biggest award shows in movies and entertainment with family and friends.

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