Mission Produce has revealed that it is gearing up for The Big Game by launching its Emeralds in the End Zone retail campaign, a strategic promotion that offers retailers and shoppers a 'winning game day value'.
Emeralds in the Rough are two-or three-pound bags of grade 2 avocados – described by Mission as the perfect ingredient for a party spread during the Super Bowl, which takes place on 3 February.
“Mission Produce’s Emeralds in the End Zone programme provides retailers and consumers the best value for their dollar,' said Patrick Cortes, senior director of business development. 'The grade 2 fruit is equal in taste and internal quality to the grade 1 fruit, but is a little rougher around the edges. As a result, it can be merchandised with a lower retail price point.”
To kick off the campaign, the company is encouraging retailers to spotlight Emeralds in the Rough avocados for the two weeks leading up to The Big Game, and then transition to promoting ripe bulk avocados during game week.
Mission Produce also notes that it is important to cross-merchandise with other game day provisions, and use the Emeralds in the End Zone point-of-sale material to draw attention to the display and communicate the value of the avocados.
“This promotion was designed with the consumer in mind,” noted Denise Junqueiro, director of marketing at Mission. “Emeralds in the Rough is the ideal avocado party pack for shoppers who are looking to win with their Big Game menu. With the rising consumption of imperfect fruit, an interest in sustainable foods, clever design and average lower price, we have no doubt that consumers are going to tackle this product as soon as it hits the stores.”
