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Avocados from Mexico (AFM), the top-selling avocado in the United States, will extend its Guac Fiesta campaign to reach Hispanics in key markets. The program aims to boost AFM consumption through aggressive retail promotion in those markets during prime football season and the Big Game.
The Guac Fiesta Hispanic campaign will run Jan. 1-Feb. 1, 2015 in California, Arizona, Texas, Chicago, New York and Miami, targeting 1,000 Hispanic chain stores and independents. Program feature include a mobile sweepstakes and an AFM coupon offer that also provides consumers with a new recipe, as well as digital and social media, merchandising, and trade and consumer public relations components.
"Guac Fiesta is a great way to reach the bicultural Hispanic who loves American football," noted AFM Hispanic Marketing Director Stephanie Bazan. "Last year was the first year the Big Game was broadcast in Spanish, and the sport is a great way to engage Hispanics during the top U.S. occasion in which guacamole is consumed. American Football season is a fun time when families and friends come together to experience the game, and that is no different for the Hispanic fan base. Adding avocados to a favorite dish is a great way to add some flavor to the fiesta."
The campaign hopes to build excitement among shoppers through a text-to-win campaign with a chance to win a big-screen TV for football viewing parties. Retailers will additionally receive such promotional support as as tearpad coupons and in-store purchase coupons for shoppers.
According to Experian Simmons research, Hispanics’ interest in NFL football and college football has increased between 2010 and 2014. While the number of Spanish-speaking Hispanics who watch NFL games has grown, the majority of Hispanics who watch them are bicultural and speak Engish, Schaumburg, Ill.-based Nielsen has found.
Dallas-based AFM is a wholly owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA).