December 5, 2022
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Avocados From Mexico

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 Association of Avocado Exporting Producers & Packers of Mexico (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.


Marketing
AFM’s Ivonne Kinser Reflects and is Thankful for the Companies that Put People First
Avocados From Mexico Posted On November 28, 2022


Celebrating our company’s Thanksgiving potluck last week and sharing our reasons to be thankful with a bunch of friends I work with, kept me thinking and reflecting throughout the weekend about my eight-year journey with Avocados From Mexico. I felt compelled to share my reflections on this platform.

I’ve been both shocked and touched by the latest stats. There were 17 million layoffs in 2021 in the US, and according to TrueUp’s tech layoff tracker, there were 1,138 rounds of layoffs at tech companies globally through mid-November this year, affecting 182,605 people. Hopefully, most of them have already landed on their feet, but even right before Thanksgiving, we saw massive layoffs across the U.S. which means that thousands of people sat at the Thanksgiving table yesterday worried about an uncertain future as they lost their jobs this month.

As I sat around my company’s Thanksgiving celebration last week and couldn’t help by reflecting on the eight years that I have been part of the Avocados From Mexico’s organization. That thought stayed with me for a few hours after.  During those 8 years, I have witnessed many ups and downs as any business has. The downs included a multi-year pandemic and the logistics challenges that it brought with it and the threat of a recession among many others. Because of those events, I have seen budget cuts and budget reductions affecting many of our marketing programs. Even after we have put so much effort, time, and passion into ideating and organizing those programs…

What I have NOT seen:

  • What I have never seen are layoffs because of external economic factors. The reason is that no matter how hard those can be, we have always been extremely well prepared.
  • I have not seen either, anyone let go because of poorly planned overstaffing, because every hire we make is very strategically and carefully planned and based on a well-thought-out long-term plan.
  • I have never seen anyone lose their job because of a company restructuring because when we structured it in the first place, it was done consciously, carefully, and based on a solid long-term plan. That’s why when we restructure, we only restructure for growth, not for excessive optimism.

During the Thanksgiving weekend, I extend deep gratitude to all who allow that to happen. In the first place Dolora Sillman, APEAM finance director for her brilliant financial skills that keep us always in good shape regardless of external factors. To our CFO Miguel Molina, and his core team Dunia Salguero and Quintin Rohrbaugh for an extremely responsible, hyper-conscious, and conservative management of our financial resources. And especially to our CEO Alvaro Luque for always making unwavering sound, well-thought-out strategic decisions when hiring, promoting, and restructuring, and over everything else, for putting people first.

Special thanks to the growers and packers who make our business possible and their respective organizations APEAM and MHAIA.

We will still face unforeseen, inevitable challenges as we continue through our journey, but we will go through them feeling safe and with the certainty of going together because we know that we have a leadership that has put people above all.

Ivonne Kinser

President of AFM’s Culture Committee | VP of Marketing and Innovation

#culture #culturematters #thanksgiving

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Marketing
What’s #AlwaysGood? Free Guac! Avocados From Mexico® Offers Fans Free Guacamole as the World’s Biggest Soccer Event Kicks-Off
Avocados From Mexico Posted On November 16, 2022


For the first time ever, the world’s biggest soccer event, which nearly half the world’s population tuned in for in 20181, will kick off on November 20, 2022. And for avocado lovers, that’s great news!

According to recent betting odds2, the United States and Mexico National teams are not favored to advance far in this year’s tournament. To spark goodness and get fans excited, Avocados From Mexico (AFM) is offering something all fans can cheer for – free guac.

The number one selling brand of avocados is teaming up with a powerhouse pair who are no strangers to soccer’s biggest world games – Landon Donovan and Rafael Márquez – to announce the #AlwaysGood Guac Giveaway. The soccer legends will also be featured on displays in local grocery stores as part of AFM’s “Guackeepers Keep it Good” national shopper campaign.

If either the U.S. or Mexico National teams make it to the final of the tournament on December 18, 2022, AFM will give away free servings* of guacamole to avocado-obsessed fans who visit www.afmguacgiveaway.com.

“Guacamole is always a part of my gameday spread which is why I’m partnering with Avocados From Mexico to cheer on the U.S. to victory,” said former U.S. world soccer tournament MVP, Landon Donovan. “It’s been 20 years since my first appearance in the world’s biggest soccer tournament, and I’m excited to watch this year’s event unfold. Go USA!”

“I was born in Michoacán, Mexico where Avocados From Mexico are grown,” said Rafael Marquez. “Not only am I cheering for a Mexican National team victory, but I have pride that comes along with the fruit and hope they pull off a victory so we can score free guac.”

Avocados From Mexico has majority share of the avocado category October-December, with continued growth in sales and volume. YOY Category volume has grown 9.1% from 2018-2021. 3

“We are excited that the world’s biggest soccer event is taking place at such an important time for our brand,” said Alvaro Luque, Avocados From Mexico President and CEO. “From October to December, nearly all avocados in the U.S. come from Mexico as our avocado trees bloom year-round, sending fresh Hass avocados to the U.S. 365 days a year. While the U.S. and Mexico are great partners and neighbors when it comes to avocados, they are fierce competitors on the field. Whichever team you cheer for, it’s a win-win for guac lovers.”

To enter for the chance to win free guacamole, fans can visit www.afmguacgiveaway.com beginning November 15, 2022. If the United States or Mexico National team make the final game of the tournament, fans will be entered for a chance to win a free serving of guacamole. See official rules for more details.

Visit AFM’s Goodness Stadium to discover guacamole recipes and more during the world’s biggest soccer event, and check out the brand on Facebook, Twitter, and Instagram.


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AdChat QuickChat  / Marketing
AFM® Teams Up with Power Couple Deion Sanders and Tracey Edmonds to Kick-Off the Ultimate Big Game Guac Showdown | Watch AdChat QuickChat Interview
Avocados From Mexico Posted On October 18, 2022


The leading avocado brand’s in-store shopper campaign for the 2023 Big Game invites football fans to choose the winning Game Day guac

Avocados From Mexico (AFM), the number one selling avocado brand in the U.S., is kicking off its national shopper marketing campaign for the Big Game featuring football legend, Deion Sanders and his fiancée, award-winning TV and film producer, Tracey Edmonds. Because the Big Game deserves the tastiest promotion ever, the couple partnered with Avocados From Mexico to create their favorite guac recipes and the brand is inviting shoppers to vote for their favorite in the “Tasty Good vs Good Fat1 Delish” showdown.

Avocados From Mexico is #AlwaysGood because they taste good, bring the good times and are good for you2. To take the goodness up a notch, the couple will go head-to-head with their next-level guac recipes for the #AlwaysGood in-store promotion. Beginning January 2023, fans will have a chance to decide which Big Game guac will come out on top by scanning the QR code found on in-store displays.

Fans can vote for Deion’s decadent, “Tasty Good” recipe featuring bacon, onion and cilantro or Tracey’s lighter, “Good Fat Delish” creation which is simple and fresh, made with lime juice and jalapeño. With each vote, consumers are entered for a chance to win a grand prize of $100,000. The recipes showcase the versatile ways to enjoy avocados and guacamole, with either light and fresh ingredients accompanied by crisp veggies or decadent and delicious ingredients paired with crunchy tortilla chips.

Retailers can sign up to receive free Big Game attention-getting merchandise displays featuring Deion and Tracey, available while supplies last, to bring the program to customers and take in-store excitement to a new level.

“We love a little friendly competition, even in the kitchen,” said Deion Sanders, former Big Game champion and current head football coach. “That’s why we are teaming up with Avocados From Mexico, to get football fans excited about guac for the Big Game.”

Watch the AdChat’s behind the scenes Interview….

“This was such a natural partnership because we truly love avocados,” said television producer and former host, Tracey Edmonds. “What better way to bring the good times on gameday than with our guacamole recipes to inspire fans! We’re excited to see which recipe wins. And don’t worry about picking sides – all guacs are good guacs.”

With over two billion pounds of avocados imported from Mexico annually3, the Big Game remains the number one occasion where avocados and guacamole are served and prepared4. In fact, leading up to the Big Game, shoppers spend 2x more on groceries when avocados are in the basket5. And, football fans made 1.6x more trips a year compared to the average avocado shopper6.

“Guac and football go hand-in-hand – guacamole is the number one use for avocados, and the Big Game is the top consumption occasion for the category,” said Stephanie Bazan, Vice President of Shopper and Trade Marketing for Avocados From Mexico. “We’re thrilled to partner with Deion and Tracey to share their recipes with shoppers, and this program provides retailers with the tools they need to build baskets and drive demand for fresh avocados on game day.”

The program will remind shoppers why Avocados From Mexico are a top-scoring Big Game snack and boost basket ring sales through:

  • Exciting sweepstakes: Shoppers are encouraged to vote on their favorite guac recipe for a chance to win weekly prizes and a grand prize of $100,000.
  • Big Game savings: Consumers can save $0.75 when purchasing three (3) Avocados From Mexico.
  • Free Big Game themed in-store merchandising and POS kit solutions: Merchandising and POS kits are only available while supplies last.

Interested retailers should act fast and contact any Regional Director or visit www.avocadosfrommexico.com/shopper for more details and information on how to order free materials.

Sources:
1) Recommended serving size is two tablespoons per person
2) Fresh avocados are a heart-healthy fruit. They provide naturally good fats and nearly 20 vitamins and minerals. Source: https://avocadosfrommexico.com/avocado-nutrition/
3) 2022 Update: The Economic Benefits of U.S. Avocado Imports from Mexico
This analysis utilizes the Impact Analysis and Planning Model (IMPLAN) to measure the jobs, revenues, wages and taxes generated by the imports along the value chain on the national and state economies. IMPLAN is an input-output model of the entire U.S. economy that captures the relationships between industries and estimates the economic effects (direct, indirect, and induced). The IMPLAN model reports on four specific types of economic effects: employment contribution, labor income, value-added, and output or gross sales contribution.
4) AFM Consumer Shopping A&U Study 2020
5) Basket Affinity Report, 1/16/22 to 2/12/22
6) Shopper Comparison Report, 9/6/21 to 9/4/22

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Marketing
Avocados From Mexico® and Susan G. Komen® are Painting the Produce Aisle Pink this October
Avocados From Mexico Posted On October 4, 2022


The Leading Avocado Brand Will Support the Organization with “Good Fats. Good Cause” Limited-Time Pink Packaging during Breast Cancer Awareness Month

Avocados From Mexico® (AFM) is partnering with Susan G. Komen® to “Share The Good” for the second consecutive year by highlighting Breast Cancer Awareness Month in the produce aisle this October. AFM – the number one avocado brand in the U.S. – will feature limited-edition pink packaging to support the world’s leading nonprofit breast cancer organization with a “Good Fats. Good Cause” shopper promotion.

Avocados From Mexico partnered with Walmart and Kroger’s network of banners to make it convenient for shoppers to get the avocados they love and support a cause they love, the “Good Fats. Good Cause” with purposeful pink packaging. The bags feature a QR code that drives shoppers to AFM’s landing page in partnership with Komen, where consumers can learn how Avocados From Mexico are #AlwaysGood – the beloved fruit is healthy, delicious, and has nearly 20 vitamins and minerals.1

In 2022, Avocados From Mexico will donate $50,000 to Komen in support of the organization’s mission to save lives by meeting the most critical needs in our communities and investing in breakthrough research that can help prevent and cure breast cancer.

“We’re thrilled to continue our partnership with such an important organization for a second year,” said Stephanie Bazan, Vice President of Shopper and Trade Marketing at Avocados From Mexico. “This partnership gives us a unique opportunity to drive awareness for both Susan G. Komen organization and for avocados during Breast Cancer Awareness Month. What better way to combine a beloved and nutritious fruit, and a meaningful cause that is close to so many consumer’s hearts in the produce aisle.”

“We’re incredibly grateful for the continued support of Avocados from Mexico and its retailers,” said Sara Rosales, Vice President of Corporate and Foundations at Komen.  “Through their National Breast Cancer Awareness Month campaign, Avocados from Mexico continues to share key health messages with consumers. I’m so proud of our collaboration that strives to reduce the risk of breast cancer for women and men and save more lives.”

Breast cancer is the most common type of cancer among women in the U.S. In fact, more than 280,000 breast cancer cases are expected to be diagnosed each year. In all, one in eight women in the U.S. will be diagnosed with breast cancer in her lifetime. For Avocados From Mexico, helping a cause that impacts so many women made this partnership a natural fit as 75 percent of the brand’s shoppers are female.2 And since 76 percent of shoppers have donated to charity at point-of-sale3 and 65 percent actively seek out brands that donate to causes3, AFM is helping support both consumers and an impactful cause.

For more on the nutritional benefits of avocados and tips and tricks for cooking with the fruit visit AvocadosFromMexico.com and check out the brand on Facebook, Twitter, and Instagram. And, for more details on the brand’s robust year-round promotional activities and marketing tools, visit www.avocadosfrommexico.com/shopper.

1 Fresh avocados are a heart-healthy fruit. They provide naturally good fats and nearly 20 vitamins and minerals. Source: https://avocadosfrommexico.com/avocado-nutrition/
2 Numerator Research; Avocados From Mexico 2021 data
3 AdWeek ‘What Consumers Really Think About Cause Marketing’ March 2017, Engage for Good Social Impact Stats 2020, Nielsen – periods ended 2/20/21

About Susan G. Komen®
Susan G. Komen® is the world’s leading nonprofit breast cancer organization, working to save lives and end breast cancer forever. Komen has an unmatched, comprehensive 360-degree approach to fighting this disease across all fronts and supporting millions of people in the U.S. and in countries worldwide.  We advocate for patients, drive research breakthroughs, improve access to high-quality care, offer direct patient support and empower people with trustworthy information. Founded by Nancy G. Brinker, who promised her sister, Susan G. Komen, that she would end the disease that claimed Suzy’s life, Komen remains committed to supporting those affected by breast cancer today, while tirelessly searching for tomorrow’s cures. Visit komen.org or call 1-877 GO KOMEN. Connect with us on social at www.komen.org/contact-us/follow-us/.


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Marketing
Avocados From Mexico™ and Takis® Snacks Team Up to Recruit Legendary Soccer Players as Official Guackeepers in Latest Shopper Campaign
Avocados From Mexico Posted On August 24, 2022


The world’s biggest soccer event kicks off this November and Avocados From Mexico™ (AFM) and Takis® snacks are scoring big with their new shopper marketing campaign, “Guackeepers Keep it Good,” helping fans bring the goodness of guac to their soccer viewing parties.

The number one selling brand of avocados and the Mexican brand of rolled corn tortilla chips are partnering to recruit two iconic soccer legends: Landon Donovan, one of the greatest American male players from the United States team, and Rafael Márquez, former Captain of the Mexico National team, described as the best defender in the team’s history, having played in five World Games soccer tournaments. The two will be the official “Guackeepers” by always bringing delicious guac made with Avocados From Mexico and Takis snacks to the party. And since nearly half of the world’s population (3.5B) watched the 20181 World Games matches, this is the perfect moment for AFM to make soccer celebrations #AlwaysGood.

According to a Numerator Study, there is a 1.8x basket2 increase when avocados and Takis snacks are purchased together. And, 2022 will be the first time the World Games will take place in the fall – which is a priority season for AFM, as the brand has majority share of the avocado category October – December, with a 9.1% growth in volume sales from 2018 – 20213 during this time frame. Because Avocados From Mexico bloom year-round in Michoacán and the region sends Hass avocados to the U.S. 365 days a year, they are perfect to bring and enjoy at soccer match viewing parties this fall.

 

The new “Guackeepers Keep it Good” promotional program includes in-store displays, consumer savings, digital engagement, and innovative recipe inspirations for fans, bringing the good times and good guac to life. Additionally, one lucky shopper will have the chance to win the ultimate Guackeepers sweepstakes, a trip to see any professional soccer match in the U.S. plus spending cash. Retailers are encouraged to request free “Guackeepers Keep It Good” promotional and merchandising materials from AFM while supplies last.

“What better way to celebrate soccer’s biggest event than with the good flavors of AFM and Takis snacks?” said Stephanie Bazan, Vice President of Shopper and Trade Marketing for Avocados From Mexico. “Our Guackeepers Keep it Good in-store merchandising strategy is designed to excite the soccer-obsessed and spark good times, elevating sales during this priority time period for our brand.”

The program offers shoppers a top-scoring combo including:

  • Savings with On-Pack Coupon: Shoppers can save $1 when they buy two Avocados From Mexico and one 9.9oz bag of Takis Rolled Tortilla Chips.
  • Sweepstakes: One lucky shopper will have the chance to win a sweepstakes for the ultimate Guackeepers event, a trip to see any pro soccer match in the U.S. plus spending cash.
  • Digital Engagement: Shoppers can interact with AFM and Takis snacks via Instagram, Facebook and Twitter, by scanning the QR code at display to receive tasty recipes. 

“Watching the world’s most intense soccer event wouldn’t be complete without the right snacks, which made our decision to partner with Avocados From Mexico the perfect match,” said Sandra Peregrina, Marketing Director of Salty Snacks for Barcel USA. “As our favorite teams get ready to face the intensity of the games, we’re excited to invite fans to enter the ultimate Guackeepers sweepstakes and take their winning shot at a once-in-a-lifetime experience.”

To learn more about Avocados From Mexico’s robust year-round promotional activities and marketing efforts, visit www.avocadosfrommexico.com/shopper.

About Takis®
Takis® is the most well-known brand of Barcel USA, the US snack division of Grupo Bimbo. An exciting, young and fast-growing consumer packaged goods company headquartered in Coppell, Texas with a strong presence in the largest markets within U.S. territory. Takis snacks are no ordinary snacks; they are the most intense snacks in the world.  With different varieties, such as Takis Rolled Tortilla Chips, Takis Waves (ridge potato chips), Takis Hot Nuts (double crunch snack nuts), Takis Stix (corn snacks), Takis Pop! (Ready-to-eat popcorn), Takis snacks are for the strong. The brave. The daring. www.barcel-usa.com/Takis.


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Marketing
Avocados From Mexico™ Introduces First-Ever Guactail™ Designed to Make Cinco Celebrators Say “CincOMG!”
Avocados From Mexico Posted On May 2, 2022


The #AlwaysGood brand partnered with Best-Selling Author and Food and Wine Expert Antoni Porowski to design the delicious avocado drink

It’s time to take Cinco de Mayo celebrations from adequate to awesome. Avocados From Mexico™ (AFM), the number one selling brand of avocados in the U.S., is showing fans new ways to celebrate with avocados this Cinco– by introducing the Guactail™. A drink so good, it will have you saying, “CincOMG!”

Antoni Porowski shows off the first ever Guactail™ to celebrate Cinco De Mayo with Avocados From Mexico.

To bring the Guactail to life, Avocados From Mexico teamed up with none other than best-selling author and food and wine expert, Antoni Porowski, to create the CincOMG-worthy Guactail dreams are made of. The drink takes a spin on a classic fruit-forward daquiri and is loaded with the goodness of avocados – from deconstructed guacamole to avocado frites, the garnishes make this drink #AlwaysGood.

“Two of my favorite things? Cinco de Mayo and guac,” said Porowski. “And taking that to the level of creating my very own Guactail? Perfection. It’s just not Cinco without a Guactail and Avocados From Mexico.”

Cinco de Mayo is #AlwaysGood With Avocados From Mexico

It’s no surprise Cinco de Mayo is the second biggest consumption occasion in the U.S for avocados and guacamole1. To inspire consumers to Addvocados for a CincOMG-worthy celebration, the brand is supporting the festivities with a full 360 plan, including a new #AlwaysGood TV spot, shopper campaign, and digital activations leading up to May 5, 2022. Visit AFM’s House of Goodness for new recipes and Cinco facts, and try a new selfie experience that allows Facebook and Instagram users to create a one-of-a-kind portrait featuring their best Mona Lisa smile – a nod to the Renaissance themed Cinco ad.

“Cinco de Mayo sparks good times, just like our brand,” said CEO and President of Avocados From Mexico, Alvaro Luque. “We invite avocado lovers everywhere to share a Guactail and add Avocados From Mexico to their celebrations to make it a memorable Cinco de Mayo filled with good taste and good times.”

Antoni’s Avocado Daiquiri Guactail:
Ingredients:

  • 6oz white rum
  • 6oz pineapple juice
  • 2 tablespoons fresh lime juice
  • 2 oz cucumber, sliced and unpeeled
  • 1 cup fresh or frozen mango
  • 6 mint leaves, plus more for garnish
  • 1 ripe avocado, peeled and pitted
  • 3oz cream of coconut
  • Pinch of salt
  • 2 cups ice

Add all ingredients to a blender and combine on high for 45 seconds until mixture is smooth, frothy and thick. Garnish with avocado frites, jalapeño poppers, tortilla chips and deconstructed guac ingredients like pickled onion and tomatillo, lime, and mint. After enjoying the Guactail, use garnishes to make even more guac! Makes two servings.


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Marketing
Avocados From Mexico Partners with Comedian Andy Richter to Officially Unveil New Big Game Teaser
Avocados From Mexico Posted On February 3, 2022


Richter Appears as Caesar to Kick Off The Produce Brand’s New Always Good Campaign on Football’s Biggest Night

Avocados From Mexico (AFM), the number one selling avocado brand in the U.S., released its official 30-second Big Game teaser featuring late-night funnyman and avocado-lover, Andy Richter, and the fruit that Americans just can’t seem to get enough of.

The teaser features Richter dressed in an ensemble inspired by ancient Roman times, psyching himself up to play the role of a lifetime: Caesar. The full ad will be revealed during the first quarter of the 2022 Big Game.

“When I found out Avocados From Mexico wanted to cast me for the ad, I thought, you have guac to be kidding me, I’m in!” said comedian Andy Richter. “Avocados are always good and when you ‘Addvocados’ to Roman times, plus throw in a legend like Caesar, it’s sure to be a good time.”

AFM teamed up with Austin-based agency, GSD&M to concept and produce the ad, which will mark the brand’s seventh Big Game appearance.

It’s Always a Good Time When You “Addvocados”

For the first time, AFM’s Big Game presence will kick off the brand campaign that will continue throughout the year. The new creative platform “Addvocados” is inspired by American’s love for avocados, and the beloved fruit’s ability to make everyday things even better. The platform is part of AFM’s #AlwaysGood brand campaign – as there are few (if any) other foods that can combine great taste, nutrition (good fats and nearly 20 vitamins and minerals) and fun times like avocados do.

“AFM is intrinsically an innovative brand that has been and always will be pushing boundaries across all marketing territories, whether it’s branding, content creation or data,” said Ivonne Kinser, Vice President of Marketing and Innovation for AFM. “The ‘Addvocados’ platform is our strongest yet. It’s funny, impactful and designed to drive results and connection in a way that will ensure our brand is impossible to miss during the Big Game and beyond.”

Multichannel Impact During the Biggest Avocado Occasion

The release of the teaser is just one part of highly integrated, multichannel campaign designed to drive the brand and sales like never before. In fact, the campaign is just the beginning of a yearlong brand campaign, kicking off with:

  • SHOPPER: While fans are stocking up on avocados to gear up for gameday – the number one occasion for avocados and guacamole1 – they can enter for a chance to win a $100k smart home makeover via QR codes on a record-breaking 106,000 equivalized avocado bins placed in the produce aisles of more than 100 retailers in 42 states.
  • DIGITAL: Hosted by football legend Drew Brees, AFM’s House of Goodness gives website visitors a look into the #AlwaysGood world of avocados. The virtual home features several unique experiences that consumers can navigate through, including taking a selfie with Brees, discovering new guacamole recipes, and purchasing avocados.
  • SOCIAL: The AFM #AlwaysGood Digital Countdown kicks off February 6, 2022. Each day leading up to gameday, AFM will engage different social communities to spread goodness for the chance to win prizes. From engaging with TikTok influencers to targeting pup parents and artists to share how avocados are #AlwaysGood, AFM will take over the internet to make it better. Follow the conversation with the hashtag #AlwaysGood.
  • POP UP: Fans in New York City can visit a physical extension of the digital experience in AFM’s Store of Goodness from February 8-13, 2022. The store will feature the avocado glow apparel collection inspired by the new brand color.
  • FOODSERVICE: AFM is partnering with sandwich chain Which Wich to give fans a chance to ‘addvocados’ and make their sandwiches even better. On Free Avocado Upgrade Day, February 11, 2022, fans can top their sandwiches with fresh avocado for free – a choice that 77% of consumers prefer over processed avocado.2

Follow the conversation with the hashtag #AlwaysGood. Visit the House of Goodness at www.avocadosfrommexico.com/big-game and connect with AFM on Facebook (www.facebook.com/AvocadosFromMexico) and Twitter (@AvosFromMexico).

 

 


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Marketing
Avocados From Mexico Launches Its Strongest Multichannel Shoppable Campaign for the Super Bowl
Avocados From Mexico Posted On January 12, 2022


Avocados From Mexico has launched a multichannel digital experience Super Bowl campaign, the company announced in a news release.  

The campaign uses a variety of strategies, including in-store QR codes, the campaign’s new House of Goodness website and a new partnership with New York-based MikMak to increase consumer engagement and drive brand awareness. 

This announcement comes after the brand announced its return to the Super Bowl with a new television spot incorporating New Orleans quarterback Drew Brees.

“We’ve built the AFM brand on a foundation of innovation. Now, we’re back in the big game with not only an ad, but another innovative, fully integrated campaign,” Alvaro Luque, president and CEO of AFM, said in the release. 

The House of Goodness website, hosted by Brees, allows consumers to view avocado recipes, cooking how-tos and savings opportunities, as well as order ingredients online, engage with other fans, take pictures, enter sweepstakes and shop for AFM-branded clothing. 

Avocados from Mexico has also teamed up with a variety of retailers, including Walmart, Instacart, Sam’s Club and Dillions, to allow consumers to shop for single or bagged avocados online for home delivery. The campaign will also include a pop-up shop called the Store of Goodness. It will be open Feb. 8-13 and located at Funny Pretty Nice, 64 MacDougal St., New York, N.Y. 

The final element of the campaign include a partnership with MikMaK to make social and digital ads shoppable while enabling the brand to better understand its shoppers with first-party data. 

“As consumers continue to buy more of their groceries online, Avocados From Mexico is leading the way by ensuring all digital and social media channels are shoppable with MikMak,” said Rachel Tipograph, MikMak founder and CEO, in a news release. 

To learn more about AFM, visit www.avocadosfrommexico.com, Facebook (www.facebook.com/AvocadosFromMexico) or Twitter (@AvosFromMexico). Visit the House of Goodness at www.avocadosfrommexico.com/big-game.

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Avocados From Mexico Partners with Dating App Chispa to Bring Singles Together Over Their Love for Avocados
Avocados From Mexico Posted On December 12, 2021


Chispa, the largest dating app designed for Latinx singles in the U.S. is partnering with Avocados From Mexico to create a fun digital experience where community members can connect over their shared cultura and love for avocados.

Through this collaboration, Chispa will encourage its community to celebrate their love for avocados by allowing them to display a “Guac Lover” badge on their dating profile, which will help them connect with others who share their love for this fruit. Additionally, app members will be able to take part in “Guacamoments,” an innovative digital experience created by Avocados From Mexico to help the online community find their fellow avocado lover.

“We realize that food brings people together in our community, especially among Latinx singles, and our partnership with Avocados From Mexico goes to the heart with the love and affection that Latinos have for avocados, a staple food in our culture,” said Julia Estacolchic, Head of Brand for Chispa. “We invite our Chispa community to participate in this fun digital experience – it’s a move in the ripe direction!”

Earlier this year, Chispa surveyed members and found an interesting way to connect singles on the app, with avocados at the forefront. Of those surveyed, 52% of Chispa users claimed any moment is a good moment to share guacamole, and 46% said that preparing guacamole with someone could be a romantic way to get to know each other.

To further celebrate this cultural moment, Chispa is giving back to the Latino community of farmworkers who work hard to harvest the beloved food we put on our tables. As part of this collaboration, Chispa will make a donation to Celebration Nation’s food bank for farmworkers for every “Guac Lover” badge displayed on its users’ profiles.

“As a Latina, I understand the importance of connecting with my community over shared traditions and experiences,” said Flor Martinez, president of Celebration Nation. “We are so grateful to Chispa for engaging us in a way that will benefit the farmworkers who work tirelessly to provide us with not only avocados but other foods that bring our culture together and allow us to share special moments.”

The “Guac Lover” badges will be available to Chispa users until December 20th. The app is available to download on the iOS App Store and Google Play.

ABOUT CHISPA

Chispa is the largest dating app made for US Latinos, with over 5 million downloads and the goal of helping Latinos create new connections with singles from similar backgrounds, cultures, and communities. Chispa is a Match Affinity dating app created in 2017 by Match Group (NASDAQ: MTCH), a leading provider of dating products designed to increase users’ likelihood of finding a meaningful connection, like Tinder, Match, Hinge, OkCupid, and more. The Chispa app is available on the iOS App Store and Google Play, both in English and Spanish. For more information visit www.chispa-app.com and follow @ChispaApp on Facebook, Twitter, and Instagram.


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Marketing
Avocados From Mexico Confirms It’s Good to be Back in the Big Game in 2022
Avocados From Mexico Posted On November 4, 2021


The Brand will Show Up Like Never Before, Taking the Produce Powerhouse Brand to The Next Level

After sitting on the sidelines for the Big Game in 2021, Avocados From Mexico (AFM), the number one selling brand of avocados in the United States, has announced its official return in February 2022. The beloved brand, which has previously had six Big Game television advertising campaigns, will produce a 30-second spot on advertising’s biggest night and execute a 360 integrated campaign to support the number one consumption period for avocados.

Avocados From Mexico - Always Good

In fact, with nearly 2.5 billion avocados imported from Mexico every year (that’s a lotta guac), the Big Game remains the number one occasion for avocados and guacamole.1 And, during the Big Game weekend, AFM is responsible for 95% of avocado sales in the United States.2

“The Big Game has always been an effective way for us to connect with avocado obsessed consumers. Not only did we first introduce our brand seven years ago at the Big Game, but we’ve innovated year after year to continue to engage and excite avocado fans,” said AFM President and CEO, Alvaro Luque. “We took the last year to build on that success, but create something totally different. We’re getting ready to launch the most sales-effective campaign we’ve ever created, integrating shopper, digital and the brand like never before.” 

Along with a highly visible TV ad and breakthrough digital execution, the integrated campaign will include a national shopper program featuring former New Orleans star quarterback and football legend, Drew Brees, to get fans ready for the ultimate “Guac Zone.”

Why AFM is “Always Good”
In just seven years, AFM has doubled the volume of Mexican avocados imported to the U.S.,2 more than doubled the brand preference during the same time period, and the brand is on track to continue this impact.3 This year’s decision to return to the Big Game comes as AFM announces some big, bold brand updates, alongside a digital overhaul of the brand look and feel with a refreshed brand logo and even a new avocado color.

With recognizable brand assets such as the memorable jingle, “Avocados From Mexico” – AFM has now added “Always Good” to their logo and revamped their look. The brand even created their very own color – avocado glow! A feast for the eyes, it’s the unique yellow-green gradient color you find when you open a perfectly ripe avocado.

Acknowledging the triple threat the brand represents, AFM will now showcase how they are “Always Good.” There are few (if any) other foods that can combine great taste, nutrition (good fats and nearly 20 vitamins and minerals) and fun times like avocados do.

“I’m proud of the brand we’ve built from the ground up – a highly visible brand in a brandless category,” said Luque. “This next ‘Always Good’ evolution will allow us to take the brand even farther – driving even more innovation, more digital focus and more ways to truly connect with consumers hearts and minds, because AFM really does spark good times all the time.”

A Big Game Powerhouse
AFM’s previous Big Game campaigns were not only the first in the industry but have won multiple accolades and media recognition for their unprecedented performance, particularly in the digital world. AFM is the only Big Game advertiser to hold the number one (2018) or two spots in the “Best Super Bowl Digital Campaigns” based on the Merkle Report, for five consecutive years. 4 And, over the past six years, AFM’s Big Game spots have generated a staggering 41.6 billion brand impressions. 

To learn more about AFM, visit www.avocadosfrommexico.com, 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 Association of Avocado Exporting Producers & Packers of Mexico (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. 

1 AFM Consumer Shopper A&U Study 2020
2 Haas Avocado Board Volume Data
3 AFM Brand Tracker Study
4 The Merkle Report


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