Avocados From Mexico Goes Big For the Month of the Guac
A new promotion kicks off tailgating season and makes fall the season for Guacamole
Avocados From Mexico (AFM), the No. 1 selling avocado in the U.S., is going big for National Guac Month by bringing both retailers and consumers even more reasons to fill up their dip bowls with fresh, flavorful guac during the months of September and October. In addition to special in-store displays, huge consumer incentive offers will be launched to support the demand of avocados this fall season.
AFM’s newest campaign, “For the Love of Guac,” will fully-charge every September celebration, from Hispanic Heritage Month and Labor Day to National Guacamole Day (Sept. 16) and the kick-off of Fall football by launching its first-ever national BOGO offer – buy one Avocado From Mexico and get one FREE!
“For the Love of Guac” will promote and distribute over 2 million BOGO coupons through three different vehicles. First is a national Catalina in-store coupon targeting consumers of bulk and bagged avocados at the register. Second, Coupons.com will feature the BOGO offer on the website and digital coupons will also be sent to 5 million SuperSaver email subscribers, and third, a full-page FSI ad in the Sept. 18 SmartSource Sunday Newspaper will direct consumers to visit LoveOfGuac.com and print the BOGO coupon at home.
Along with consumer savings, “For the Love of Guac” will also include in-store radio and innovative merchandising such as the Guac Center pallet bins, exclusively created by Avocados From Mexico. Including avocados, tomatoes and onions, along with jalapeños and limes, the Guac Center will showcase everything consumers need to make their own bowl of delicious guacamole.
Consumers will also be encouraged to celebrate “Guactember” and show their love of guac by helping AFM create the best and largest guacamole board on Pinterest featuring anything and everything “guacamole”. Consumers will be able to participate “hands-on” in creating this Pinterest board. “September is full of occasions perfect for avocado consumption and by offering our retailers a convenient and hassle-free way to run a Guac Month promotion, we can keep avocados top of mind during these key consumption windows,” said Maggie Bezart-Hall, Vice President of Trade Marketing at AFM.
To add even more excitement to the September guac extravaganza, AFM will partner with Tabasco® Sauce to rouse the Hispanic community with a “spicy” September guac celebration honoring Hispanic heritage. The “Fiestas Patrias” campaign will elevate consumer excitement and increase planned purchases among modern mothers gearing up for the many family celebrations of Hispanic Heritage Month and beyond. An exciting retail program bundling authentic brands of AFM and Tabasco® Sauce will offer consumers a $1-off coupon when purchasing one Tabasco® Sauce and two Avocados From Mexico. In-store merchandising and POS materials will also be included from Sept. 1-Oct. 15.
Consumers will be invited to visit avocadosfrommexico.com/miherencia to participate in the celebration by tweeting an image that represents their Hispanic heritage. They can share a virtual bottle of Tabasco® Sauce to receive a special recipe while they earn the chance to win prizes.
With a simple switch of display signage, retailers can then transition to the popular “Tastiest Tailgate” promotion. Beginning on October 1st and running through October 31st, “Tastiest Tailgate” brings together AFM and RO*TEL® as they continue to promote the quick and delicious Rockin’ Guac recipe.
Blending fresh Avocados From Mexico with RO*TEL® Original Diced Tomatoes & Green Chilies and other fresh ingredients is the ideal speed scratch recipe for the “Tastiest Tailgate.” Targeting consumers who want easy, yet fresh options in a sea of fatty and fried foods during football season, Rockin’ Guac provides a nutritious solution for game-time snacking.
For the consumer looking to make the most of their tailgating, the promotion includes a consumer incentive offer that features a free can of Ro*tel® with purchase of three Avocados From Mexico. This offer will be available at point-of-purchase through the same digital platforms used to serve up “For the Love of Guac” offers.
Both promotions will be supported by innovative merchandising, consumer savings, digital/social media, retail specific programming and in-store radio. “Tastiest Tailgate” will also include an exciting consumer sweepstakes and the popular experiential component of the Tailgate Tour in which AFM visits various college football tailgate events with a branded vehicle and plenty of sampling.
“We are thrilled to offer consumers our biggest promotion to-date as they get ready to celebrate football season, Hispanic Heritage Month, National Guac Day and more,” said Alvaro Luque, President of Avocados From Mexico. “As an industry leader, AFM always aims to create new reasons to come together and build on traditions for the future.”
To learn more about this and other marketing and promotional activities, visit the Avocados From Mexico Facebook page, facebook.com/AvocadosFromMexico or website, Trade.AvocadosFromMexico.com.
About Avocados From Mexico
Avocados From Mexico (AFM) is a wholly owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico in the United States. Under agreements, MHAIA and the Mexican Avocado Producers & Packers (APEAM A.C.) have combined resources to fund and manage AFM, with the intent to provide a focused, highly effective and efficient marketing program in the United States. AFM is headquartered in Irving, TX.