Multi-week promotion included display contest, point-of-sale tools and in-store engagement across 200 stores
In the US, the Colombia Avocado Board (CAB) partnered with Weis Markets in March and April to launch the Heart of Colombia Avocado Display Contest.
The retail campaign was designed to drive consumer excitement and increase impulse avocado purchases, CAB outlined.
The promotion was activated in 200 Weis stores across three regions, combining custom displays bins, point-of-sale materials, and team incentives to generate consumer excitement and spark impulse purchasing.
Produce managers were challenged to create an eye-capturing displays that placed Avocados From Colombia at the centre of their department.
According to the Hass Avocado Board, in the second quarter of 2024 avocado dollar sales in the US reached their highest levels of the year, “underscoring the opportunity to build brand equity with consumers during seasonal peaks”.
“Our partnership with Weis Markets reflects a shared commitment to quality, consistency, and excellence”, said Manuel Michel, managing director of the Colombia Avocado Board.
“As Colombian avocado volume continues to grow year-over-year, these retail programmes are essential to driving trial and educating consumers.
”After a successful retail promotion like we just experienced with Weis, the enthusiasm from produce managers reinforces that Colombia is not just a new source, but a rising force in the UA avocado category,” Michel noted.
The campaign also marked the beginning of the Traviesa season, one of Colombia’s two harvest seasons that support year-round availability.
The natural rainfall helped produce a high-quality crop, CAB explained, making the promotion a ”celebration of both a new harvest and a growing market presence”.
“Our stores were excited to introduce Colombian avocados into the category in the last year, and to promote its rich flavour and versatility,” stated Mathew Forbes, avocadobBuyer at Weis Markets.
“The contest energised our stores and encouraged collaboration across departments. More importantly, it gave our staff the confidence to highlight the story of Avocados From Colombia and helped them better connect with customers.”
CAB added that it continued to expand its footprint in the US through partnerships with retailers and foodservice operators, backed by “a commitment to quality and responsible sourcing”.
