Avocados From Mexico (AFM), the best-selling avocado in the US, is charging into prime American football season with Mexican category leader Old El Paso to capitalise on peak guacamole consumption in the country.
Running from 4 January to 7 February 2016, the Guac Nation programme will offer a full spectrum of support to increase consumer avocado demand and consumption surrounding the traditions of in-home entertaining leading up to and celebrating the Super Bowl.
“The Big Game is a broad-reaching and influential at-home entertaining occasion that is relevant to both non-Hispanic and Hispanics,' said Alvaro Luque, president of AFM. 'Hosts of Big Game parties want to create an experience for guests with fun, simple foods and beverages.
“The Big Game ranks as one of the top occasions where avocados are served and guacamole is the Number one usage for avocados,' he added. 'Maximising avocado exposure before the Big Game, Guac Nation will reinforce the relationship between guacamole and football to provide a unique shopper solution through our second annual partnership with Old El Paso.”
The campaign will be bolstered with a consumer sweepstakes, consumer savings and a digital media campaign that will leverage Catalina’s Buyer Vision platform allowing for targeting consumers via mobile devices with offers and coupons consequently increasing penetration, loyalty, frequency and basket size.
Guac Nation will also feature in-store support such as a retail display contest, in-store radio and unique, in-store merchandising focused on its molcajete shaped bins.
