• Error, no group ID set! Check your syntax!

  • Newsletter

  • Random Listings

February 25, 2021
- Advertisement -
Avocados From Mexico
Author

Avocados From Mexico

The Avocados From Mexico marketing group, located in Irving, Texas, encompasses a group of seasoned marketers with strong backgrounds in the CPG and produce industries as well as experience with some of the most iconic brands in those categories. This group was tasked with growing the overall avocado market along with the Avocados From Mexico brand, within one of the most profitable categories in the produce section, which is growing with double digits. The four-pronged marketing approach of Avocados From Mexico focuses on engaging audiences in each of its four business segments: general market, Hispanic market, food service, and retail, with customized strategies, programs, and tactics to address the unique needs of each of these segments.


Marketing
Avocados From Mexico Marketing Strategy Increases Avocado Imports to U.S.
Avocados From MexicoAvocados From Mexico Posted On February 11, 2021


After six years of successful advertising in the Super Bowl, Dallas-based Avocados From Mexico shifted its strategy to help drive retail sales during the fall.

The strategy worked in a big way, the group says, with a historic record of 277 million pounds of Mexican avocados imported into the U.S. in the first four weeks of the year.

That volume represents a 19% increase compared with the same period in 2020, according to the release.

We had plans to pivot our strategy ahead of the pandemic, and I’m impressed with the results in a year rocked by challenges,” Alvaro Luque, president and CEO of Avocados From Mexico, said in the release. 

“We decided some time ago that we wanted to start changing the sales dynamic of the industry and reinforce fall as a key season for AFM in preparation for an unprecedented Big Game push.”

From October to December, the U.S. market received an average of 49 million pounds per week, compared with an average of 46 million pounds per week in 2019 during the same time. 

“Since we decided to reinforce the promotional strategy for October through December two years ago, Mexican avocado imports have grown 27% during this three-month period, a clear indication that we are on the right path,” Luque said in the release.

AFM’s trade and shopper marketing activities from October through December included:

  • A national shopper marketing campaign featuring a $500,000 home giveaway;
  • A national incentive contest with over 35 participating retail accounts, consumer and loyalty offers; and
  • An emphasis on bagged fruit programs.

AFM’s “Guac Bowl” campaign was a fully integrated shopper and digital campaign for the Big Game, including major football celebrities Hall of Famer and sports newscaster Troy Aikman and sports newscaster Erin Andrews.

“Our campaign helped reinforce our association with football in an effort to generate excitement with our retailers and drive baskets for the No. 1 guacamole occasion of the year,” Stephanie Bazan, vice president for trade and market development for Avocados From Mexico, said in the release.

In-store point-of-sale materials and displays that featured Aikman and Andrews served as guacamole destinations throughout stores. With more than 51,000 displays in over 65 accounts, the promotion is AFM’s largest shopper and trade marketing program for the Super Bowl to-date, according to the release.

Original conent


Continue Reading
0
135 Views


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


Continue Reading
0
16 Views


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

BY THE NUMBERS:
  • Annual avocado consumption in the US: 2.5 billion pounds
  • Labor income in the US: $2 billion
  • Direct jobs created in Mexico: 78,000
  • Jobs created in the US: 28,250
  • Growers who own five acres or less of land: 75 percent

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. 


Continue Reading
0
38 Views


Marketing
Avocados From Mexico Brings Blockchain To The Big Game With Its New #AvoNetwork Platform
Avocados From MexicoAvocados From Mexico Posted On January 20, 2020


AFM is the first fresh produce brand to place a Big Game campaign asset on the blockchain, reminding consumers that Avocados From Mexico are Always Worth It

Avocados From Mexico is excited to announce a new digital experience called #AvoNetwork to bring AFM’s Big Game campaign to life in the digital world. Leading up to the Big Game, the brand will host an interactive digital and social campaign that ultimately gifts prizes to consumers through a user experience rooted in AFM’s Super Bowl brand campaign. The digital activation will run from today, January 16 – Sunday, February 2.

Avocados From Mexico is known for bringing innovative digital ideas to the forefront when it comes to supporting its Big Game campaign, and this year is no different, becoming the first brand to place its digital campaign assets in the blockchain.

To bring this year’s bold idea to life, AFM has partnered with Reeve Collins, co-founder of Vatom Labs, a cutting edge platform for the creation and distribution of  Blockchain-based smart media objects, called Vatoms, that shatter the former roadblocks of traditional digital advertising. Users will be able to collect digital objects, or Vatoms, that have real world value.

“I’m thrilled to partner with the Avocados From Mexico digital team and partner agencies for this campaign,” said Collins. “They are always early adopters of interesting technology to showcase what’s coming next and what’s going to be impactful.”

To participate, users can log onto https://avocadosfrommexico.com/big-game/ and choose from the following experiences.

  • Twitter
    • Users can participate by retweeting Avocados From Mexico’s campaign tweets, as well as tweeting their love for AFM using the hashtag #AvoNetwork. The more love they show, the more chances they have to win a designer tiara valued at $2,745 USD or simply cash out the prize.
  • Digital Wallet
    • Users can create their own digital wallet through the AFM Big Game website and participate throughout the two-week activation. Users have a chance to win over $30,000 USD worth of prizes by collecting the multiple digital objects.
    • Every day throughout the duration of the campaign, the brand will notify users when a new Vatom is released and how to earn it. Users can collect the Vatoms by performing certain actions like sharing AFM news with friends or following the brand’s social channels, among many other ways.
    • Users can collect the objects and save them in their “digital wallet” to accumulate “digital wealth”
      • Each Vatom gains them an entry for a chance to win over $30,000 USD worth of prizes

“When we conceptualize our digital campaigns, we don’t look to the present. We look to the future to incorporate those breakthrough technologies that are likely to reshape marketing as we know it,” says Ivonne Kinser, Head of Digital Marketing at Avocados From Mexico. “We are constantly researching for new and innovative marketing strategies to help push our industry forward.” 

For the past four years, MERKLE Bowl Reports Avocados From Mexico has been ranked in the top three among the best digital Big Game activations. This year’s 360-digital campaign leverages all digital channels including Search, Social, Web CRM and Display. The brand’s five digital agencies were involved in the development and execution of this campaign including Richards Lerma, 270B, and Ro2 Media as the leads of social media. D Custom assisted with content, MERKLE for SEO and M8 out of Miami who oversaw the paid search strategy and the Consumer Relationship Management and data activations.

To learn more about AFM marketing and promotional activities, as well as campaign rules, visit https://avocadosfrommexico.com/big-game/, Facebook (www.facebook.com/AvocadosFromMexico) or Twitter (@AvosFromMexico).

About Avocados From Mexico
Avocados From Mexico (AFM) is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Mexican Avocado Producers & Packers (APEAM) have combined resources to fund and manage AFM, with the intent to provide a focused, highly- effective and efficient marketing program in the United States. AFM is headquartered in Irving, Texas. For educational resources, recipes and more, visit www.avocadosfrommexico.com.


Continue Reading
0
37 Views