AFM goes all out with promos

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News and insight for North America's fresh produce buyers
Carl Collen

BY CARL COLLEN

AFM goes all out with promos

Avocados From Mexico is going big on marketing in the US to over the next few weeks

AFM goes all out with promos

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Avocados From Mexico (AFM) is going big for National Guacamole Month in the US by bringing both retailers and consumers even more reasons to fill up their dip bowls with fresh, flavourful guacamole during the months of September and October.

In addition to special in-store displays, consumer incentive offers will be launched to support the demand of avocados this fall season. AFM’s newest campaign, “For the Love of Guac,” will fully-charge every September celebration, from Hispanic Heritage Month and Labor Day to National Guacamole Day (16 September) and the kick-off of Fall football by launching its first-ever national buy one get one free (BOGO) offer – buy one Avocado From Mexico and get one free.

“For the Love of Guac” will promote and distribute over 2m BOGO coupons through three different vehicles. First is a national Catalina in-store coupon targeting consumers of bulk and bagged avocados at the register. Second, Coupons.com will feature the BOGO offer on the website and digital coupons will also be sent to 5m SuperSaver email subscribers, and third, a full-page FSI ad in the 18 Sept SmartSource Sunday Newspaper will direct consumers to visit LoveOfGuac.com and print the BOGO coupon at home.

Along with consumer savings, “For the Love of Guac” will also include in-store radio and innovative merchandising such as the Guac Center pallet bins, exclusively created by Avocados From Mexico. Including avocados, tomatoes and onions, along with jalapeños and limes, the Guac Center will showcase everything consumers need to make their own bowl of guacamole.

Consumers will also be encouraged to celebrate “Guactember” and show their love of guac by helping AFM create the best and largest guacamole board on Pinterest featuring anything and everything “guacamole”. Consumers will be able to participate “hands-on” in creating this Pinterest board.

“September is full of occasions perfect for avocado consumption and by offering our retailers a convenient and hassle-free way to run a Guac Month promotion, we can keep avocados top of mind during these key consumption windows,” said Maggie Bezart-Hall, vice-president of trade marketing at AFM.

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