Fresh Food

Avocados from Mexico is cheering the success of its recent tie-in promotion with DreamWorks’ 3-D animated film, Puss In Boots, that ran Oct. 24-Nov. 21, 2011.

The promotion, which was unveiled in conjunction with the release of the film and the peak of the Avocados from Mexico season, leveraged the natural Hispanic connection between the avocado brand and the Puss In Boots character to increase brand awareness and consumption of Avocados from Mexico.

Emiliano Escobedo, APEAM marketing director, explained that the campaign clicked “because it linked our brand with a major animated film, helping to increase awareness, excitement and sales for Avocados from Mexico. In order to ensure retailers could also capitalize on the popularity of the movie,” Escobedo continued, “we developed a variety of colorful, eye-catching POS materials featuring the Puss character, including a life-size standee to grab shoppers’ attention as soon as they entered the produce department. It was important to make this promotion successful for retailers as well as for our brand.”

During the four-week promotion, Avocados from Mexico received more than 30,000 entries in its Puss in Boots sweepstakes on Facebook while increased its following on the social media site by more than 90 percent. Additionally, the campaign generated more than 15 million impressions through a targeted FSI, radio spots in select markets, online marketing campaign, social media efforts and in-store POS.

Avocados from Mexico also developed Puss In Boots themed recipes to feature on their website such as Kitty Softpaws’ Charming & Disarming Chicken Tortas and Humpty Dumptylicious Breakfast Sandwich.

The campaign also included a mail-in offer for a free Puss In Boots Look and Find Book with the purchase of three Avocados from Mexico, which was supported online, through in-store POS and onpack mesh bags offered at select retailers. Overall, more than 4,000 POS materials were shipped to retailers to be displayed during the course of the promotion.