The Peruvian Avocado Commission has launched an unprecedented combination of trade and consumer marketing programmes to support the largest Peruvian avocado crop ever exported to the US this summer. More than 130m lbs of avocados are projected to land in the US between June and September, an increase of 120 per cent over last year.
According to Peruvian Avocado Commission (PAC), chairman Enrique Camet, “Peru is the leading supplier of avocados in Europe. The US is an equally important market for Peru, and this year’s crop marks the beginning of a much larger long-term presence for Peru in the US.”
To support the record crop, Avocados from Peru will be launching its first integrated, national marketing campaign. “The campaign is also designed to create a new type of media experience for the avocado category,” explained CEO Xavier Equihua. “As the demand for avocados increases in the US, we want to make sure consumers choose Avocados from Peru.”
PAC has introduced a uniform brand image that will be launched in the US before being rolled out in Europe and Asia. It includes a new slogan, “Monumental Flavour”, that will be backed by a new website, advertising and point-of-sale materials.
Rolling out in early June, the retail-driven marketing campaign will feature new radio and online commercials, billboards, multi-channel social media engagement, an avocado recipe contest, point-of-sale displays and trade advertising.
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