Avocados From Mexico (AFM), the biggest selling avocado brand in the US, is teaming up with Old El Paso (OEP) for the fourth year in a row in a joint promotion in the run up to the Super Bowl.
The month-long ‘Guac nation just in time for the Big Game’ campaign, which kicked off on 3 January, includes in-store and social media activities, blogger outreach, as well as the distribution of money-off coupons and recipes.
“The Big Game is one of the largest home entertainment events that bring people of all backgrounds together to celebrate and feast on mouth watering guacamole spreads,” said AFM’s Maggie Bezart-Hall, vice president, trade and promotion.
“We are looking forward to joining forces with our long-time partner Old El Paso to help every Big Game event across the US celebrate with our Guac Nation programme to not only elevate the taste experience but also drive demand for our retailers by emphasising the versatility of avocados during a key consumption period.”
After consumer research carried out by AFM in 2016 found that 74 per cent of shoppers report they would buy more avocados if they saw more displays around the store, a key strand of the campaign will be in-store merchandising such as co-branded small/large bins, point-of-sale displays, in-store radio amplification and retail-specific programming.
“We want this to be a seamless omnichannel experience,” said Dianne Le, senior manager national shopper marketing at AFM.
“Through activating across paid digital and social channels, we remain at the forefront of the produce industry, offering value to shoppers, bringing innovation to the category, helping deliver a shopper-centric solution for their Big Game spread while driving conversion at retail.”