Avocados From Mexico (AFM), the No. 1 selling avocado in the U.S., has been crowned a winner of innovation, taking home a Design of the Times award for their Molcajete Bowl Bin. Presented by the Path to Purchase Institute and Path to Purchase Expo, the award winning Molcajete Bowl Bin was designed in support of AFM’s Guac Nation promotion of avocados and Old El Paso taco shells.
The Design of the Times contest celebrates the most inspiring and creative in-store activation tactics and campaigns, recognizing their key role in the overarching discipline of shopper marketing. For more than 20 years, the Design of the Times competition has honored hundreds of leading brands, retailers, agencies, P-OP and packaging design firms and path-to-purchase companies for their outstanding in-store solutions. AFM is proud to be a 2016 recipient of such a prestigious award.
International Paper (IP), headquartered in Memphis, Tenn., is the production company with whom AFM partnered to bring the vision of a larger-than-life Molcajete Bowl Bin to life. IP specializes in creating innovative packaging for fresh fruit displays, showcasing new technologies and improving the environmental impact of such displays. The renewable and recycling efforts of IP is just one of the many reasons AFM chooses its services, and IP was so inspired by the result of the creative partnership with AFM that they submitted the entry for the Design of the Times award.
AFM’s bin display outshone the competition in all areas of the judging criteria – the '4c’s' of effective in-store activation: commanding attention, connecting with the shopper, conveying information, closing the sale. Designed to engage consumers with a unique and homemade guacamole meal solution, AFM blended the familiar molcajete shape while drawing a consumer connection to a traditional avocado dish that drives huge sales for the brand. The eye grabbing design is unlike any other produce bin currently used in retail, and the multi-color brand messaging and center header makes consumers stop to take in the coupon program call-to-action, ultimately leading to point of sale conversions.
In addition to the colorful messaging, the AFM Molcajete Bowl Bin focuses entirely on the promotion of guacamole -- as it is the number one core usage of avocados -- and how it can be served on everything from appetizers to entrees year-round, especially during key gathering occasions such as the holidays, football season and the Big Game. The display also supports an interchangeable header making transitioning between promotions easy for retailers and seamless for consumers to transition seasons with a fresh ingredient that is available all year-round: Avocados From Mexico.
Contact:
Danielle Lees
Tel: (916) 774-9600