Avocados From Mexico: Case Study

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CHALLENGE

  • No longer a seasonal favorite, Avocados from Mexico was gearing up to bring consumers avocados all year long
  • Educating retailers and consumers that Avocados From Mexico are the only avocado available in the United States year-round
  • Getting past negative stigmas associated with not being California Grown/locally grown and educating both consumers and retailers as to the benefits

 SOLUTIONS

  • Emphasized the year-round availability in store with a huge focus on retail promotions that drive consumer education and usage
  • Develop nationwide retailer display contests
  • Launched nationwide Fanwich promotion where we partnered with celebrity spokesperson Jeff Mauro “The Sandwich King” to promote new usage ideas and generate social media content.
  • Dominated trade takeovers so that everything AFM was front and center in trade media
  • Established merchandiser tools to promote the usage which benefited both the commodity and retailer
  • Promotion of The Big Game commercial and creation of the AFM Tailgating Kit

RESULTS

  • Established brand recognition and solidified national partnerships
  • Retailers are seeing that AFM promotions drive sales
  • Increase to 75% of the market share; with 10.75% increase in sales
  • Research has allowed planning to be tailored to a consumer’s wants and needs
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