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