Avocados From Mexico and Old El Paso have teamed up for a third time to make the Big Game one for the guacamole consumption record books with Guac Nation. Running Dec. 26 to Feb. 5, 2017 (ending the day of the Super Bowl) , the program will offer a full spectrum of support while leveraging the excitement of Super Bowl festivities and get-togethers to highlight delicious snacks and party food featuring fresh Avocados From Mexico and Old El Paso.
The campaign will be bolstered with consumer incentives and retailer support, such as recipe inspiration through social media, in-store radio, merchandising focused on molcajete-shaped display bins, and the Guac Center Pallet bin. The Guac Center Pallet bin is unique in that it has separate side pockets allowing retailers to merchandise everything a shopper would need to build their own guacamole, like tomatoes, onions, jalapeños or limes. Approximately 73 percent of people, hosts and guests alike, make grocery store trips specifically for the Big Game, and these inspirational posts and display bins make game-day shopping that much easier.
“The Big Game is the perfect broad-reaching platform to promote avocado consumption surrounding the traditions of in-home entertaining for people of all backgrounds,” Stephanie Bazan, market development director of AFM, said in a press release. “Hosts of Big Game parties want to create simple crowd-pleasing dishes and with the Big Game ranking as one of the top occasions where avocados — especially guacamole — are served, the Guac Nation program will reinforce the relationship between guacamole and football.”
Guac Nation is an example of how the continued collaboration between Avocados From Mexico and Old El Paso is using a total market approach at the shopper level. Designed with how today’s shopper consumes media in mind, the Guac Nation program includes four strong digital components to reach shoppers along the entire path to purchase: Catalina Buyer Vision, Ibotta, Pinterest and Facebook.