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    Avocados from Mexico Whips Up ‘Super’ Promo

    'Guac Rocks' spices up efforts to build demand

    With guacamole emerging as a must-have menu item for Super Bowl parties, Avocados from Mexico has launched a new online promotional campaign titled “Guac Rocks,” residing on the Avocados from Mexico Facebook page.

    The new promotion features a “What Makes Your Guac Rock?” sweepstakes offering consumers a chance to win more than 80 valuable prizes, including airfare for two. Additionally, consumers can take the “What’s your Guac Star Style?” quiz, also found on the Avocados from Mexico Facebook page, to discover what their personality type is based on how they make the ultimate party food – guacamole! The Guac Rocks Sweepstakes runs from December 28, 2010 through February 7, 2011. The quiz, sweepstakes and rules can be found at http://www.facebook.com/avocadosfrommexico.

    Avocados from Mexico’s new Guac Rocks promotion comes at a time when the industry is promoting heavily to drive market demand during the Super Bowl time frame, notes Emiliano Escobedo, U.S. marketing director for Avocado Producers and Exporting Packers Association of Michoacán (APEAM), which represents over 6,200 growers and 34 packers in the heart of Mexico’s main avocado growing region.

    “The Guac Rocks sweepstakes and quiz will help keep Avocados from Mexico top of mind among consumers as the key ingredient that is necessary to make guacamole that is creamy, fresh and authentic,” says Escobedo. “This will be another fruitful year for Mexico’s avocado crop with the Net Harvest for the season projected to be 727,650,000 pounds and Avocados from Mexico is prepared to be the category leader and primary source for avocados not only during this top promotional period but throughout 2011.”

    Avocados from Mexico is keeping movement strong through the first quarter of the new year with its sales building integrated marketing program that includes television, radio, social media, online marketing, public relations, promotions and national print advertising. Historically, Escobedo says  avocado sales and volume index higher during the month of January. Based on best practices obtained by input from The Perishables Group, Avocados from Mexico continues to stress to retailers that increased promotions equal increased profits.

    To maximize sales in developed avocado markets, Escobedo encourages retailers to:

    - Promote avocados consistently — 30 to 40 times per year in developed markets to provide optimal category dollars and volume

    -Occasionally feature multiple avocado items in the same promotion, including bulk and packaged avocados.

    -Increase shelf space — Avocados continue to be one of the fastest growing segments of the produce category but display space isn’t keeping up.

    -Stock and promote key sizes to give customers options — Large (4225) and Small (4046) sizes represent 85% of sales.

    To further those initiatives, Avocados from Mexico is offering retailers a variety of free merchandising materials on its website -- www.avocadosfrommexico.com/trade -- to be ordered as needed, including POS cards, secondary displays, danglers and more.

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