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Hass Avocados from Mexico and ShoptoCook, Inc. have formed a cross-promotional partnership that allows retailers to offer customers free recipes from popular chefs while they shop, via free standing interactive kiosks.
As the first of a series of targeted promotions in time for Cinco de Mayo, Hass Avocados from Mexico (also known as the Mexican Hass Avocado Importer Association) is leveraging relationships established with top chefs in key markets to provide content for ShoptoCook kiosks.
The avocado recipes will show up on 899 kiosks at 211 retail locations, the partners said.
For example, for Cinco de Mayo, the spotlight will be on a Charlotte-based chef that presides over Cantina 1511, named one of the city's best Mexican restaurants. MHAIA has secured recipes and pictures from the restaurant's chef, whose recipes will be distributed to consumers in Charlotte area Bloom stores for the weeks leading up to Cinco de Mayo.
"The supermarket kiosks offer us a unique and effective medium," said Chris Tully of the Preston Tully Group, agency of record for Hass Avocados from Mexico, MHAIA. "This program enables us to extend the local on-premise promotions we are running with top chefs into the retail venue. That brings value by educating consumers, promoting area restaurants, and creating pull for Hass Avocados from Mexico at retail."
As the one of the most important days of the year for avocado consumption, Cinco de Mayo represents a significant event for retail sales and a terrific opportunity to kick off the new local chef-driven recipe offer, Tully added.