Avocados From Mexico (AFM) will launch a "For the Love of Guac" campaign during September and October. Company officials say the campaign will charge every September celebration, from Hispanic Heritage Month and Labor Day to National Guacamole Day on 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 merchandising, such as the Guac Center pallet bins, exclusively created by Avocados From Mexico. Including avocados, tomatoes and onions, along with jalapenos and limes, the Guac Center will showcase everything consumers need to make their own bowl of guacamole.
Consumers will also be encouraged to celebrate "Guactember" and show their love of guac by helping AFM create the "largest" guacamole board on Pinterest featuring anything and everything "guacamole." Consumers will be able to participate 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," says Maggie Bezart-Hall, vice president of trade marketing at AFM.
AFM will also partner with Tabasco Sauce to with a "spicy" September guac celebration honoring Hispanic heritage. The "Fiestas Patrias" campaign aims to elevate consumer excitement and increase planned purchases among modern mothers gearing up for the many family celebrations of Hispanic Heritage Month and beyond. 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.
With a simple switch of display signage, retailers can then transition to the popular “Tastiest Tailgate” promotion. “Tastiest Tailgate” will launch Oct. 1 and run through Oct. 31 to brings together AFM and RO*TEL as the companies 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.” The promotion aims to 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, say AFM officials.
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,” says 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.”