Avocados From Mexico
Times Square BoardsWhy weren't more people buying avocados? Research told us people simply didn't know their way around the delicious single-seeded berry. We had a (really) big idea.
We found that 73% of consumers would buy more avocados if they simply understood how to eat them.
When studying barriers to avocado purchase, three were identified: price, store selection and lastly, education. Through research, we learned that the two top barriers to the purchase of avocados for consumers stemmed from a lack of understanding, preserving and ripening. We found that 73% of consumers would buy more avocados if they simply understood how to eat them.
Augustine took Avocados From Mexico to the Big Apple for a messaging series that was big and bold enough to rock Times Square. We created a series of LED billboards, each with a specific narrative promoting:
- The brand’s consumer message. “Make it Better with Avocados” messaging sought to educate consumers that by adding avocados on some of their favorite foods, they become “better” – meaning tastier, convenient, and better for your health.
- A foodservice partnership with Sprinkles cupcakes. Boards produced in collaboration with Sprinkles were an awareness play to promote the Sprinkles and Avocados From Mexico partnership. Along with awareness of the new Avocados From Mexico Chocolate Dulce De Leche cupcake available at Sprinkles, consumers were taught about the versatility of avocados – yes, they can be used for baking!
- A partnership with Susan G. Komen. Boards highlighting the philanthropic partnership between Avocados From Mexico and Susan G. Kobem helped promote the foundation’s important work in breast cancer awareness and research. These boards also promoted the natural synergy between the two brands, with educational content around avocados being a heart-healthy choice to make in the kitchen.
This series of messaging, captured on a colossal digital LED screen, transformed the heart of Times Square into an immersive brand experience.
Positioned at the epicenter of Times Square, our campaign reached an astonishing 50 million visitors annually.
The initial installment of the series, featuring the Sprinkles partnership, generated an immediate boost in sales and reported record-breaking sales figures during and immediately after the campaign.
Our OOH strategy garnered Avocados From Mexico extensive media coverage in both consumer and retail-focused outlets, as well as substantial industry buzz.
When studying barriers to avocado purchase, three were identified: price, store selection and lastly, education. Through research, we learned that the two top barriers to the purchase of avocados for consumers stemmed from a lack of understanding, preserving and ripening. We found that 73% of consumers would buy more avocados if they simply understood how to eat them.
Augustine took Avocados From Mexico to the Big Apple for a messaging series that was big and bold enough to rock Times Square. We created a series of LED billboards, each with a specific narrative promoting:
- The brand’s consumer message. “Make it Better with Avocados” messaging sought to educate consumers that by adding avocados on some of their favorite foods, they become “better” – meaning tastier, convenient, and better for your health.
- A foodservice partnership with Sprinkles cupcakes. Boards produced in collaboration with Sprinkles were an awareness play to promote the Sprinkles and Avocados From Mexico partnership. Along with awareness of the new Avocados From Mexico Chocolate Dulce De Leche cupcake available at Sprinkles, consumers were taught about the versatility of avocados – yes, they can be used for baking!
- A partnership with Susan G. Komen. Boards highlighting the philanthropic partnership between Avocados From Mexico and Susan G. Kobem helped promote the foundation’s important work in breast cancer awareness and research. These boards also promoted the natural synergy between the two brands, with educational content around avocados being a heart-healthy choice to make in the kitchen.
This series of messaging, captured on a colossal digital LED screen, transformed the heart of Times Square into an immersive brand experience.
Positioned at the epicenter of Times Square, our campaign reached an astonishing 50 million visitors annually.
The initial installment of the series, featuring the Sprinkles partnership, generated an immediate boost in sales and reported record-breaking sales figures during and immediately after the campaign.
Our OOH strategy garnered Avocados From Mexico extensive media coverage in both consumer and retail-focused outlets, as well as substantial industry buzz.
From transforming Times Square to a sweet partnership with Sprinkles, Avocados From Mexico reached millions of consumers.
