The Mexican Association of Producers and Exporting Packers of Avocados in Michoacán (Apeam) will roll out a new fully-integrated spring campaign this month under its recognised marketing brand Avocados from Mexico.

With record volume anticipated to arrive from Mexico this spring, the activities are designed to further increase avocado consumption and build market demand from March Madness through the Mexican holiday Cinco de Mayo and into June.

“The new spring Avocados from Mexico marketing campaign will deliver more than 1bn impressions, kicking off with a robust broadcast advertising campaign that will hit the airwaves on 19 March for a total of six weeks in key target markets,” Apeam said in a release.

The spring programme will feature online and mobile marketing, consumer promotions, print advertisements in popular publications across the nation, public relations efforts, social media engagement, in-store merchandising and more.

“This spring you can expect to see new strategies that go beyond the traditional approach to inspire consumers to purchase more avocados, more often and enjoy them in new ways,” said Eduardo Serena, Apeam’s marketing director.

As part of those efforts, Avocados from Mexico is encouraging general market consumers to enjoy avocados for breakfast as a simple spread on toast, diced into wraps and blended into smoothies.

While for the Hispanic market, Avocados from Mexico is partnering with celebrity Chef Pepin to promote the great taste and nutritional value of avocados as part of a healthy diet.

In addition, Avocados from Mexico said it has a variety of free point-of-sale (POS) materials for retailers that can be used to encourage impulse sales such as secondary displays and POS cards.

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