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Avocados From Mexico has launched its first-ever national marketing campaign, “Avocado All-Stars,” designed to leverage the Major League Baseball playoffs and show how Mexican avocados can help “green up” consumers’ game-day snacks with nutritious guacamole and other avocado-rich dishes, as an alternative to mayonnaise.
As a fully integrated campaign, the Avocado All-Stars promotion includes national TV advertising during post-season MLB coverage on TBS; national print advertising in People and Entertainment Weekly, including placement in People’s Best Dressed issue; a national sweepstakes, with a chance for two participants to each win a $5,000 grocery gift card; a dedicated landing page with social integration; retail displays and promotion; and digital, social media and public relations support.
Avocado All-Stars also features a comprehensive retail program, with $98,000 in incentives for produce personnel. In-store signage promoting the campaign, including secondary display bins and point-of-sale materials, will be displayed at retailers around the nation. Additionally, the program features a partnership with Ro*Tel and includes a coupon for a free can of Ro*Tel with the purchase of three avocados from Mexico. The coupon and grocery card sweepstakes are featured in national print advertising and will be running on in-store radio in over 9,900 locations.
The promotion is part of a larger consumer campaign designed to differentiate and distinguish avocados from Mexico from those of other countries, as well as from processed avocado products.