Positive promo for Mr Avocado

For fresh fruit and vegetable marketing and distribution in Asia
Carl Collen

BY CARL COLLEN

Positive promo for Mr Avocado

August marketing drive sees many Pagoda stores double their average sales on avocados

Positive promo for Mr Avocado

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Pagoda Stores and Mr Avocado, the joint venture between Pagoda, Mission Produce and Lantao International, are reporting "tremendously successful" results from a mid-August promotion at Pagoda's 2,500 stores in China.

The event, which focused on retail and online outlets, showed positive results from the outset, with many Pagoda stores doubling their average sales on avocados, and eclipsing 200 per cent their normal movement for the period.

In what marked its first nationwide sales effort, Mr Avocado reported that consumer feedback to the promotion had been very positive.

The campaign worked to educate consumers on enjoying ripe fruit with handling guidelines, recipe ideas and nutrition information. Some stores stocked avocados for the first time for the promotion, and Pagoda store managers were "astounded" by the positive reaction from consumers in the market.

In addition to in-store sales, online sales growth doubled as well. The Pagoda App experienced more clicks and more orders than during any previous promotion, the group noted.

John Wang, president and CEO of Lantao International and partner in the the Mr Avocado joint venture with Mission Produce and Pagoda, explained: “The goal of the promotion was to provide a positive experience for consumers in fast delivery of high quality and ‘ready to eat’ Mr Avocado fruit from just around the corner. We are very happy with the results of the promotion.”

In order to foster engagement with Chinese avocado consumers, Mr Avocado also launched updates on its WeChat Service Account at the same time. It simultaneously launched the news of in-store and online sales, and updated new recipes. WeChat followers increased by 50 per cent a week after the sale started.

The sale lasted through the end of August, and was used to highlight Mr Avocado’s ripe avocado programme.

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