Avocados From Mexico

A Marketing Story by Augustine about Avocados From Mexico

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Increase Brand Awareness

Challenge

No longer a seasonal favorite, Avocados from Mexico was gearing up to bring consumers avocados all year long Educating retailers and consumers that Avocados From Mexico are the only avocado available in the United States year-round Getting past negative stigmas associated with not being California Grown/locally grown and educating both consumers and retailers as to the benefits

Solution

Emphasized the year-round availability in store with a huge focus on retail promotions that drive consumer education and usage Develop nationwide retailer display contests Launched nationwide Fanwich promotion where we partnered with celebrity spokesperson Jeff Mauro “The Sandwich King” to promote new usage ideas and generate social media content. Dominated trade takeovers so that everything AFM was front and center in trade media Established merchandiser tools to promote the usage which benefited both the commodity and retailer Promotion of The Big Game commercial and creation of the AFM Tailgating Kit

Branding Strategy

Results

Established brand recognition and solidified national partnerships Retailers are seeing that AFM promotions drive sales Increase to 75% of the market share; with 10.75% increase in sales Research has allowed planning to be tailored to a consumer’s wants and needs