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Retail advertising tactics lift avocado volume
The Hass Avocado Board conducted an Advertising and Promotions Study to determine which types of retail promotional offers and advertisements performed the best to help drive Hass Avocado retail sales volume. The purpose of the study was to understand the differences in ad size, ad placement, offer type and how each impacts volume lift.
“Retail advertising plays an important role in category growth,” explains Emiliano Escobedo, executive director of the Hass Avocado Board. “Supermarket ads and retail promotions generate excitement and communicate value by keeping the category top-of-mind with consumers.”
The in-depth study provides an overview of the retail advertising landscape for avocados and reveals the correlation between volume lift and three key tactics:
Large, illustrated ads create lift of 141%
There was a strong correlation between ad size, volume lift and efficiency. Larger, illustrated ads produced significantly better lift and efficiency than non-illustrated line listings. Illustrated ads that were larger than other ads on the page produced the largest average lift of 141%.
Avocado ads on the gatefold create lift of 189%
The front page and back page are common locations for successful produce ads, but gatefold placement generated the largest lifts and best efficiency, possibly due to its eye-catching position. Gatefolds generated 189% average volume lift, followed by the front page at 129% and back page at 113%. Gatefold, front page and back page ads delivered above average efficiencies, drawing more new or infrequent purchases to the category.
Promotions on organic avocados create lift of 148%
Shoppers respond well to promotions on organic avocados, perhaps because they occur less frequently or because they are generally priced higher than conventional avocados. Shoppers took advantage of promotions, lifting incremental sales of organic avocados well above the category average to 148%.
“This study provides insight for retailers when planning their advertising and promotional strategies. It is clear to see that ad placement, the size of the ad and type of avocado provide above average sales lifts,” explains Escobedo.
To learn more about the trends and performance drivers around retail advertising and promotions, visit hassavocadoboard.com/retail to read the full report.
