Posts Tagged “Avocados From Mexico”
DALLAS — It’s a green victory for Avocados From Mexico (AFM), the No. 1 selling brand of avocados in the U.S. After six years of successful advertising in the Big Game, the company decided to not to air a commercial and shift its strategy to help drive retail sales during the fall season in order to prepare the market for the brand’s boldest Super Bowl promotion ever.
This new strategic approach paid off leading to new historic records. Despite pandemic challenges, the U.S. imported a historic record of 277 million pounds of Mexican avocados in the first four weeks of the year leading up to the most important guacamole consumption event. This represents a 19% increase vs the same period in 2020, with yet another incredible record of 78 million pounds of Mexican avocado imports in a single week for the first time ever.
From October to December (OND), the market sustained an amazing 49+ million lb. weekly average in 2020 of Mexican fruit compared to 46+ million lb. weekly average in 2019. “Since we decided to reinforce the promotional strategy for OND two years ago, Mexican avocado imports have grown 27% during this three-month period, a clear indication that we are on the right path,” said Luque.
With 97% market share in OND, AFM established this time frame as a major tentpole within its annual marketing strategy, with hyper-focused shopper and trade marketing efforts to drive consumption. Given the pandemic’s impact on the foodservice sector, AFM pivoted its strategy to focus on driving demand in retail. AFM’s trade and shopper marketing activities in OND supported strong retail demand with programs such as a national shopper marketing campaign featuring a $500k home giveaway, a national incentive contest with over 35 participating retail accounts, consumer and loyalty offers, and an important emphasis on bagged fruit programs. This paid off in 2020: per Nielsen, avocado consumption during OND was up double digits across the U.S, with an increase of 16.5% in lb. volume compared to OND 2019.
The Tampa Bay Buccaneers trounced the Kansas City Chiefs 31 – 9 to win Super Bowl LV.
About Avocados From Mexico
Company – Avocados From Mexico, based in Dallas (AFM), is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Mexican Avocado Exporter Producers and Packers (APEAM) have combined resources to fund and manage AFM, with the intent to provide a focused, highly- effective and efficient marketing program in the United States. AFM is headquartered in Irving, Texas.
The NFL playoffs are only days away, but one thing’s for certain — Avocados From Mexico are returning to the Super Bowl.
The organization plans to air a 30-second commercial during Super Bowl LIV, which takes place Feb. 2 at the Hard Rock Stadium in Miami, Fla. The ad will be supported by a digital, earned media, retail and foodservice promotional campaign emphasizing Avocados From Mexico are “always worth it,” according to a news release.
The Big Game features the San Francisco 49ers vs. the Kansas City Chiefs.
“We have really found our sweet spot with Big Game viewers, and we look forward to delighting avocadoo fans nationwide with what will be a really fun spot,” Kevin Hamilton, head of brand marketing, PR & strategy at Avocados From Mexico, said in the release.
“Our fully integrated campaign builds on what we’ve done before, engaging existing avocado lovers, while highlighting for new consumers that Avocados From Mexico are Always Worth It,” he said in the release.
This will be the sixth year in a row that the group has run an ad during the Super Bowl, but this year, fans at the game can also find guacamole and tacos at AFM’s Tacos Por fAVOr concession stand, which opened in September at the stadium, according to the release.
The group’s ads have earned more than 27 billion impressions over the past five years, according to the release.
“Avocados From Mexico sources more than 80 percent of Americans’ avocado obsession — this is a story worth showcasing to 112 million viewers and an opportunity we couldn’t pass up this year,” Alvaro Luque, president of Avocados From Mexico, said in the release.
“We look forward to being part of a big day in the marketing world and the country at large while reminding consumers that Avocados From Mexico are healthy, delicious and always in season,” he said in the release.
DALLAS – Building on the momentum generated last February, when it became the first fresh produce brand to broadcast an ad during the most-watched television program in the United States, Avocados From Mexico (AFM) is following up with another multi-dimensional campaign for the 2016 Super Bowl, airing on Sunday, February 7, on CBS.
The number-one selling avocado in the U.S. with more than 75 percent of the market, AFM plans to debut this years’ experience during the first break of the game. Last year’s AFM Big Game campaign, “First Draft Ever,” also created by GSD&M, included a TV spot, teaser and social media war room during the game, boosting attention with collaborative support from PR, social and digital media. AFM avocado consumption grew 35% in the 2014-2015 fiscal year, and the airing of “First Draft Ever” was a key element contributing to the growth percentage.
The humorous spot which depicted Mexico’s choice of the avocado during a pre-historic, football-styled “draft” of plants and animals, earned widespread acclaim and consumer engagement, which set the brand up for success and increased demand in the month of February, historically a slower month for avocado consumption. Because of their ability to successfully bring brands to life on a big stage, Austin-based advertising agency GSD&M was chosen once again for creative strategy and production of the Big Game multi-dimensional campaign for Avocados From Mexico.
As it did for 2015, Havas Media will be handling the buying and execution of the Big Game spot, along with supporting CBS properties to surround its debut. “Last year’s groundbreaking Big Game experience was an overwhelming success, as it showcased the origin of the number-one selling avocado in the U.S., taking brand awareness of Avocados From Mexico to the next level,” said Alvaro Luque, president of Avocados From Mexico.
In February 2015, AFM’s Big Game campaign was seen by more than 114 million U.S. viewers, and – coupled with social media and PR support – generated more than 1.6 billion earned and paid media impressions in one week. Engagement for all social media platforms was up 5,400 percent and #FirstDraftEver trended in 27 cities nationwide. “Last year, our Big Game ad and social media support helped fuel the growth of Avocados From Mexico to new heights, and we’re confident this year will do the same,” noted Luque. “More Americans than ever are embracing the many nutritional benefits of this “superfruit,” making this an ideal time to educate consumers that you can buy fresh Mexican avocados 365 days of the year
Avocados From Mexico (AFM) is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico.
By the time the 2015 Super Bowl reaches the end of the first quarter on Feb. 1, at least 125 million people will have the opportunity to see a fresh produce item advertised along with the top consumer brands in the world.
For the first time ever, a fresh produce item will share the spotlight with nachos, beer, colas and other products that typically fill the advertising space of the National Football League’s annual championship game. This year, a 30-second spot touting Avocados From Mexico will share the limelight. The commercial for Avocados From Mexico, the number-one selling avocado in the United States, is being kept under wraps until it debuts at the end of the first quarter.
Soon after the advertisement airs, Avocados From Mexico will launch an aggressive social media campaign designed to get game-watchers in the Mexico spirit, and will increase awareness that Avocados from Mexico are always in season and pair perfectly with their football celebrations.
In January and February 2015, the amount of avocados imported to the United States is expected to be more than 285 million pounds, with Mexican avocados leading the way as the top importer and the top seller.
Eating guacamole pairs very well with football-watching and there has been promoting of Mexican avocados and guacamole in many different venues including national consumer advertising, in-store displays, in-store radio, in coupons and in public relations efforts. The campaign also is driven by the promotions teams of Avocados From Mexico and the Old El Paso line of consumer product goods, including taco shells and taco-making kits.