Marketing

Avocados From Mexico Opens Superfood Lab at KidZania Dallas | Creating the Next Generation of Avocado Lovers

Avocados From Mexico Posted On June 1, 2021

Avocados From Mexico announced the opening of its Avocados From Mexico Superfood Lab at KidZania Dallas, an indoor city where children can role-play professions in realistic settings.

The Avocados From Mexico Superfood Lab is the latest offering from the brand known for its innovative approach to produce marketing. The Superfood Lab at KidZania is an inspirational and educational experience that creates awareness among younger generations, offering kids the chance to interact with Avocados From Mexico and learn how avocados are grown, how to pick them, and how to prepare the delicious fruit.

“By creating a highly visible brand in a brandless category, Avocados From Mexico has fundamentally changed the way that produce is marketed,” said Alvaro Luque, president and CEO of Avocados From Mexico. “The Avocados From Mexico Superfood Lab at KidZania Dallas is yet another fun, unexpected way to interact with our brand and inspire the younger generation to learn how avocados can be part of a healthy, nutritious lifestyle.”

The Avocados From Mexico Superfood Lab offers:

• A health and wellness station, which includes an interactive game with educational information about good fats and nutritional benefits of avocados.
• An education area that provides a hands-on experience for kids to learn how to grow, pick, ripen and preserve avocados. Kids even get to take home a ripening bag.
• A culinary experience where kids can make and enjoy their own guacamole.

“We are honored that Avocados From Mexico, which has been so widely recognized for their innovative branding initiatives, sees tremendous value in KidZania and has chosen to partner with us in this first USA location,” said Gevork Sarkisyan, chairman and CEO of KidZania USA. “The Avocados From Mexico Superfood Lab will be a fantastic addition for our guests and will provide a unique, educational and entertaining experience centered around all the healthy benefits avocados provide.”

Together, Avocados From Mexico and KidZania drive a positive conversation about Mexico and were both honored as Mexican Ambassador brands in 2020.

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Marketing

Avocados From Mexixo Launch Their Fall Promotions Lineup |”Flavor with Heritage” & “Guac the House”

Avocados From Mexico Posted On September 8, 2020

Avocados From Mexico is kicking off the fall season with two new and exciting promotional campaigns designed to elevate engagement and increase basket ring within grocery stores. This fall’s Hispanic Heritage programming features a new partnership with Takis Snacks, one of the hottest brands in salty snacks, as well as a first-time contest from October through December in which consumers can win a new house worth $500,000, along with other prizes. Both promotions bring the flavor of fall snacking fun to grocery stores and consumers with eye-catching displays, consumer savings, a strong loyalty program, and digital and social engagements.

Flavor With Heritage
In celebration of Hispanic Heritage Month, AFM is honoring its origins by connecting with Hispanic consumers in partnership with Takis Snacks via custom displays featuring both brands. This iteration of AFM’s “Flavor with Heritage” campaign runs from Sept. 13 through Oct. 18.  Given the popularity of Takis Snacks across multiple segments, the promotion will be implemented in grocery stores to also attract a “crossover shopper appeal.” Digital and social support will boost the program, and shoppers will love discovering the intense combination of hot chili pepper and lime from Takis Fuego tortilla chips with creamy, delicious avocados all month long.  

“We’re proud to celebrate the many flavors of Hispanic Heritage in partnership with Takis Snacks which, like AFM, has strong appeal to the Hispanic market and beyond,” said Stephanie Bazan, vice president of trade and market development for Avocados From Mexico. “Our digital and social media activations, in-store merchandising, coupons, and sweepstakes to win a free year’s supply of Avocados From Mexico are a fantastic way to spice up sales during Hispanic Heritage Month and celebrate National Guacamole Day on September 16.”

Guac The House!
Kicking off Oct. 11 and going through December, AFM will “Guac the House” with its brand-new consumer contest. Shoppers who purchase fresh, always in season avocados at participating stores will have the opportunity to enter to win a new home worth $500,000, in addition to $150,000 in other prizes such as a kitchen makeover, backyard upgrade, home entertainment package, ultimate home office, home improvement gift cards, and kitchen and laundry appliances.

According to MarketWatch, over 70 percent of people are focusing and spending on their homes, and Avocados From Mexico’s Guac the House reminds consumers that home is where the guac is, while helping stores boost sales through:

• Striking in-store displays that feature farmers market-style bins with promotional headers, and include floor decals, in-store signage and consumer savings offers. Store personnel can participate in AFM’s display rewards program and earn a $10 digital gift card for setting up displays with Avocados From Mexico by simply submitting photos of their displays.
• A QR code that allows consumer to enter a sweepstakes for the chance to win a new home and other prizes.
• A strong paid media program across the consumer’s path to purchase, along with targeted digital engagement with a designated Avocados From Mexico landing page and #GuacTheHouse hashtag for social media.

In order to drive demand, AFM will be offering a national volume incentive program in which accounts can earn up to $15,000. Accounts simply choose a two-week window within Oct. 1 to Dec. 10 and display Avocados From Mexico to participate. Interested accounts can contact their AFM Regional Director for more information.

“AFM’s ‘Guac the House’ national shopper program has been designed to provide the shopper with value during the current environment,” said Bazan. “This is why offering savings and prizes that add value continue to be critical during a COVID-conscious time. It is key that AFM drive engagement and  incremental purchase during the key October, November and December time period, given that in-home consumption will continue to be very strong.”

Read  original article here.

Avocados From Mexico is kicking off the fall season with two new and exciting promotional campaigns designed to elevate engagement and increase basket ring within grocery stores. This fall’s Hispanic Heritage programming features a new partnership with Takis Snacks, one of the hottest brands in salty snacks, as well as a first-time contest from October through December in which consumers can win a new house worth $500,000, along with other prizes. Both promotions bring the flavor of fall snacking fun to grocery stores and consumers with eye-catching displays, consumer savings, a strong loyalty program, and digital and social engagements.

Flavor With Heritage
In celebration of Hispanic Heritage Month, AFM is honoring its origins by connecting with Hispanic consumers in partnership with Takis Snacks via custom displays featuring both brands. This iteration of AFM’s “Flavor with Heritage” campaign runs from Sept. 13 through Oct. 18.  Given the popularity of Takis Snacks across multiple segments, the promotion will be implemented in grocery stores to also attract a “crossover shopper appeal.” Digital and social support will boost the program, and shoppers will love discovering the intense combination of hot chili pepper and lime from Takis Fuego tortilla chips with creamy, delicious avocados all month long.  

“We’re proud to celebrate the many flavors of Hispanic Heritage in partnership with Takis Snacks which, like AFM, has strong appeal to the Hispanic market and beyond,” said Stephanie Bazan, vice president of trade and market development for Avocados From Mexico. “Our digital and social media activations, in-store merchandising, coupons, and sweepstakes to win a free year’s supply of Avocados From Mexico are a fantastic way to spice up sales during Hispanic Heritage Month and celebrate National Guacamole Day on September 16.”

Guac The House!
Kicking off Oct. 11 and going through December, AFM will “Guac the House” with its brand-new consumer contest. Shoppers who purchase fresh, always in season avocados at participating stores will have the opportunity to enter to win a new home worth $500,000, in addition to $150,000 in other prizes such as a kitchen makeover, backyard upgrade, home entertainment package, ultimate home office, home improvement gift cards, and kitchen and laundry appliances.

According to MarketWatch, over 70 percent of people are focusing and spending on their homes, and Avocados From Mexico’s Guac the House reminds consumers that home is where the guac is, while helping stores boost sales through:

• Striking in-store displays that feature farmers market-style bins with promotional headers, and include floor decals, in-store signage and consumer savings offers. Store personnel can participate in AFM’s display rewards program and earn a $10 digital gift card for setting up displays with Avocados From Mexico by simply submitting photos of their displays.
• A QR code that allows consumer to enter a sweepstakes for the chance to win a new home and other prizes.
• A strong paid media program across the consumer’s path to purchase, along with targeted digital engagement with a designated Avocados From Mexico landing page and #GuacTheHouse hashtag for social media.

In order to drive demand, AFM will be offering a national volume incentive program in which accounts can earn up to $15,000. Accounts simply choose a two-week window within Oct. 1 to Dec. 10 and display Avocados From Mexico to participate. Interested accounts can contact their AFM Regional Director for more information.

“AFM’s ‘Guac the House’ national shopper program has been designed to provide the shopper with value during the current environment,” said Bazan. “This is why offering savings and prizes that add value continue to be critical during a COVID-conscious time. It is key that AFM drive engagement and  incremental purchase during the key October, November and December time period, given that in-home consumption will continue to be very strong.”

Read  original article here.

Avocados From Mexico is kicking off the fall season with two new and exciting promotional campaigns designed to elevate engagement and increase basket ring within grocery stores. This fall’s Hispanic Heritage programming features a new partnership with Takis Snacks, one of the hottest brands in salty snacks, as well as a first-time contest from October through December in which consumers can win a new house worth $500,000, along with other prizes. Both promotions bring the flavor of fall snacking fun to grocery stores and consumers with eye-catching displays, consumer savings, a strong loyalty program, and digital and social engagements.

Flavor With Heritage
In celebration of Hispanic Heritage Month, AFM is honoring its origins by connecting with Hispanic consumers in partnership with Takis Snacks via custom displays featuring both brands. This iteration of AFM’s “Flavor with Heritage” campaign runs from Sept. 13 through Oct. 18.  Given the popularity of Takis Snacks across multiple segments, the promotion will be implemented in grocery stores to also attract a “crossover shopper appeal.” Digital and social support will boost the program, and shoppers will love discovering the intense combination of hot chili pepper and lime from Takis Fuego tortilla chips with creamy, delicious avocados all month long.  

“We’re proud to celebrate the many flavors of Hispanic Heritage in partnership with Takis Snacks which, like AFM, has strong appeal to the Hispanic market and beyond,” said Stephanie Bazan, vice president of trade and market development for Avocados From Mexico. “Our digital and social media activations, in-store merchandising, coupons, and sweepstakes to win a free year’s supply of Avocados From Mexico are a fantastic way to spice up sales during Hispanic Heritage Month and celebrate National Guacamole Day on September 16.”

Guac The House!
Kicking off Oct. 11 and going through December, AFM will “Guac the House” with its brand-new consumer contest. Shoppers who purchase fresh, always in season avocados at participating stores will have the opportunity to enter to win a new home worth $500,000, in addition to $150,000 in other prizes such as a kitchen makeover, backyard upgrade, home entertainment package, ultimate home office, home improvement gift cards, and kitchen and laundry appliances.

According to MarketWatch, over 70 percent of people are focusing and spending on their homes, and Avocados From Mexico’s Guac the House reminds consumers that home is where the guac is, while helping stores boost sales through:

• Striking in-store displays that feature farmers market-style bins with promotional headers, and include floor decals, in-store signage and consumer savings offers. Store personnel can participate in AFM’s display rewards program and earn a $10 digital gift card for setting up displays with Avocados From Mexico by simply submitting photos of their displays.
• A QR code that allows consumer to enter a sweepstakes for the chance to win a new home and other prizes.
• A strong paid media program across the consumer’s path to purchase, along with targeted digital engagement with a designated Avocados From Mexico landing page and #GuacTheHouse hashtag for social media.

In order to drive demand, AFM will be offering a national volume incentive program in which accounts can earn up to $15,000. Accounts simply choose a two-week window within Oct. 1 to Dec. 10 and display Avocados From Mexico to participate. Interested accounts can contact their AFM Regional Director for more information.

“AFM’s ‘Guac the House’ national shopper program has been designed to provide the shopper with value during the current environment,” said Bazan. “This is why offering savings and prizes that add value continue to be critical during a COVID-conscious time. It is key that AFM drive engagement and  incremental purchase during the key October, November and December time period, given that in-home consumption will continue to be very strong.”

Read  original article here.

Marketing

Avocados From Mexico’s Alvaro Luque Knew When the Time Was Ripe

Avocados From Mexico Posted On August 18, 2020

Avocados From Mexico’s CEO Alvaro Luque breaks down the biggest fruit craze in living memory

Alvaro Luque isn’t the only reason that avocados have become a mainstay of your grocery shopping list, but the timing is peculiar. The president and CEO of Avocados From Mexico (AFM) launched the company’s Mexican-United States partnered program in 2014—or, more specifically, at the exact moment when the population of the United States collectively realized there was an avocado-sized hole in their lives. “We have the third biggest country in the world in the United States, which is 100 percent in love with avocados,” Luque says. “And we have the number one avocado exporter in the world in Mexico, which is really the only place that can supply that demand. It’s a perfect match.”

But that doesn’t answer the most pressing question. A company doesn’t automatically create a demand for its product just by being launched. So how, of all things, does a produce marketing company of thirty-four people set the table for the biggest “new fruit” craze since the wars waged over pineapples? “Our goal from the very beginning has been to break the produce mold,” Luque says. “And I think we’ve done a pretty good job so far.”

No Packaging, No Problem

Selling produce wasn’t Luque’s first idea for the next big move in his career. The marketing director for numerous Latin American and US arms of GRUMA and Mission Foods had built out an impressive international career, always finding himself the youngest executive in the room. “I started working in the corporate world while I was still in college,” Luque says. “I was twenty years old and was in charge of twenty people.” Luque moved early and often within GRUMA, seeking out new leadership experiences all over Latin America, building out his leadership skills, and honing his marketing abilities to a razor-sharp edge.

When it came time to move outside the organization, Luque was a bit surprised about the job being offered. “I couldn’t believe there was any sort of marketing in produce,” the president recalls. “But when I learned about this experimental checkoff program based on a partnership between two international associations, I found it fascinating.”

Luque came on board AFM in January 2014, and by May he was proposing to the executive board that the company should go big or go home. “I thought we should be in the Super Bowl,” Luque says. “You weren’t seeing produce brands advertise there, and it was the most-watched television event of the year in the United States. We thought we could actually stand out despite being such a small company compared to the Anheuser-Busches or the Coca-Colas, who were also running ads.”

That “crazy” idea has paid off six-fold. The brand that didn’t exist ten years ago has been in the top two of the Merkle Digital Bowl Report every year they have advertised, including the number one spot in 2018. “It feels like we’re the one who keeps winning the Super Bowl,” Luque jokes.

Breaking the Mold

Luque’s big ideas have continued to help avocados find their way into homes across the US, from Seattle to Fort Lauderdale. AFM took on the heavies yet again at the Macy’s Day Parade in 2015 and had a higher digital spike than the namesake of the parade. Adweek has called AFM one of the most dramatic and impressive rises in marketing history. By making smart decisions, wise gambles, and thinking outside the produce crate, the company of thirty-four has earned itself a seat at the table next to industry giants like Procter & Gamble and Amazon.

AFM has also been recognized by Fast Company as one of the Top Workplaces for Innovators, proving just how much of an impact each employee at AFM has been able to make in recent years. But as Luque explains, AFM’s focus is about far more than just being seen as a forward-thinking and agile company—in the course of fueling American’s love for the healthy avocado fruit, the company has built a unique and mutually beneficial bond between the United States and Michoacán, Mexico.

According to Luque, the export of avocados from Mexico to the United States has generated economic output in the US as well as jobs in Mexico. “We have almost thirty thousand growers in Michoacán alone,” Luque says. “Most growers own less than five acres. These are many small farmers, and we’re able to help feed and fund thousands of families with this partnership.”

The economic opportunities created by AFM have led to a drastic cut in undocumented emigration from the state of Michoacán and have provided thousands of families with the opportunity to make a life for themselves in their country of origin. In the United States, which sources nearly 90 percent of its avocado supply from the orchards of Michoacán, both national and state economies have grown significantly. In 2017 alone, US imports of Mexican avocados added $5.5 billion to the national economic output and created more than twenty-eight thousand jobs.

If this is what AFM has done with thirty-four people and one driven president, there’s no limit to the growth and green the company can bring to many, many more in Mexico, the US, and abroad.

See the original article from Hispanic Executive here.