Avocados from Mexico (AFM) is to unveil its latest campaign, ‘Made with love’ at next month’s PMA Fresh Summit in Anaheim, California.
“The promotion highlights 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,” AFM said in a press release. “’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.”
Mexico sends more than 1bn lbs of avocados to the US every year, accounting for 70 per cent of the market.
The AFM booth features a new exhibit inspired by the ‘Made with Love’ theme, while two gourmet food trucks will provide samples highlighting four core uses of avocados – guacamole, sandwiches, salads and snacking.
“As a strong market leader, AFM 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,” said AFM president Alvaro Luque. “As a leading brand in the segment, we are committed to growing the market. Our new plan delivers more than 1.6bn impressions to drive avocado purchases and frequency.”
The campaign includes multi-tiered programmes to foster category growth that will cover the retail and foodservice sectors, while for consumers a major advertising, PR, promotions and digital campaign is planned which incorporates brand ambassadors to leverage the influence of celebrities and culinary and nutrition experts to share usage ideas. Part of the new plan is a strategy designed around 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,” said Maggie Bezart Hall, AFM’s vice president of trade and promotion. “We are excited to share our expanded Super Bowl plans with our partners at PMA and continue to build the momentum.”
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