To support volume and build demand in the weeks leading up to the major American football game in the US, Avocados from Mexico has launched on Facebook a new online promotional campaign titled “Guac Rocks”.
The social media initiative features a sweepstakes called “What Makes Your Guac Rock?”, which offers consumers a chance to win more than 80 valuable prizes.
In addition, a quiz “What’s your Guac Star Style?” lets consumers discover their personality type based on how they prepare the popular party food – guacamole.
The Guac Rocks sweepstakes began on 28 December 2010 and continues through 7 February 2011 on the Avocados from Mexico Facebook page.
Guacamole has become a must have for consumers across the US during the American football season.
According to organisers, Avocados from Mexico’s new Guac Rock promotion comes at a time when the industry is promoting heavily to drive market demand during the Super Bowl time frame.
“The Guac Rocks sweepstakes and quiz will help keep Avocados from Mexico top of mind among consumers as the key ingredient that is necessary to make guacamole that is creamy, fresh and authentic,” said Emiliano Escobedo, marketing director at APEAM (the Avocado Producers and Exporting Packers Association of Michoacán).
“This will be another fruitful year for Mexico’s avocado crop with the Net Harvest for the season projected to be 727,650,000 pounds and Avocados from Mexico is prepared to be the category leader and primary source for avocados not only during this top promotional period but throughout 2011.”
Avocados from Mexico is keeping movement strong through the first quarter of the new year with their sales building integrated marketing programme which includes television, radio, social media, online marketing, public relations, promotions and national print advertising.
Historically, avocado sales and volume register higher levels during the month of January. To maximise sales in developed avocado markets, Avocados from Mexico encourages retailers to carry out the following initiatives:
• Promote avocados consistently – 30 to 40 times per year in developed markets to provide optimal category sales and volume.
• Occasionally feature multiple avocado items in the same promotion, including bulk and packaged avocados.
• Increase shelf space – avocados continue to be one of the fastest growing segments of the produce category in the US but display space has not kept up.
• Stock and promote key sizes to give consumers options – large (4225) and small (4046) sizes represent 85 per cent of sales.
