Although the Big Game and Cinco de Mayo rank as our top two occasions, the October-November-December (OND) time period puts up big numbers too. This year, Avocados From Mexico invested in the fall season to build OND as one of the largest avocado consumption occasions of the year.
Gameday Guac Bowl was our first ever fully integrated shopper and digital campaign that brought new excitement to 2021 with a $1 million sweepstakes and point of sale (POS) featuring major football celebrity, Hall of Famer and sportscaster Troy Aikman plus widely popular sportscaster and entertainer Erin Andrews.
The Shopper campaign focused on a full 360° approach with touchpoints in shop, pre-shop and post-shop. The Cinco program, a partnership with Bud Light® and NatureSweet® Tomatoes, generated large display orders and had a strong performance with consumer savings offers and digital activation.
This past year, AFM put extra effort into educating shoppers on how to preserve and ripen avocados with our most effective techniques. In boosting shopper confidence, AFM aimed to address their concerns directly about having their food last longer, a concern that became more pronounced due to COVID-19.
AFM launched Avo University online, a free B2B innovative certification program to help retail and foodservice operators expand avocado product knowledge and drive customer demand.
On the retail path, Avo University is designed for corporate category managers, produce store associates, wholesalers and grocery e-commerce professionals.