"Avocados from Mexico unveil new "Made with Love" campaign at PMA"

Avocados from Mexico (AFM) will be sharing the love at the upcoming 2014 Produce Marketing Association’s (PMA) Fresh Summit Exposition in Anaheim, CA. With over 1 billion lbs. of imports in the U.S. and 70% market share, the top selling avocado brand in the United States will be unveiling its “Made with Love” campaign. The campaign showcases the love and dedication that goes into carefully cultivating Avocados from Mexico and the way consumers can enjoy them with the people that matter most. “Made with Love” conveys the positive, vibrant idea that avocados can take any meal from boring to fun and turn a simple gathering into a fiesta.

Show attendees can experience several multi-sensory activities at the new AFM booth including a brand new exhibit inspired by the “Made with Love” theme, delicious avocado samples from two gourmet food trucks highlighting four core uses (guacamole, sandwiches, salads and snacking), multimedia content and the latest nutrition news.

“As a strong market leader, Avocados from Mexico is launching a bold, assertive plan that accomplishes our objectives of reinforcing the brand in the minds of consumers, while maintaining a healthy steady growth for the category,” said Alvaro Luque, president of Avocados from Mexico. “As a leading brand in the segment, we are committed to growing the market . Our new plan delivers more than 1.6 billion impressions to drive avocado purchases and frequency.””

The “Made with Love” campaign includes multi-tiered programs to foster category growth. Retail partners can count on robust promotions, partnerships and innovation in merchandising to continue. The brand’s presence in Foodservice is also expanding with an increase in awareness-generating promotional activity and best-in-class expertise.

At the consumer level, a major advertising, PR, promotions and digital campaign is set to keep Avocados from Mexico top of mind. A brand ambassador strategy leverages the influence of celebrities, culinary and nutrition experts to share the latest avocado usage ideas, including Patti Jinich, chef and author of Pati’s Mexican Table; Maggie Jimenez, Hispanic lifestyle expert and regular on Univision’s “Despierta America”; and Barbara Ruhs, registered dietitian and nutrition expert.

Part of the new plan is a strategy designed to “own guacamole” eating opportunities and football.

“Super Bowl Sunday is one of the top avocado consumption days of the year, and AFM will continue with its football-themed promotions through the college bowl season and the National Football League playoffs,” said Maggie Bezart Hall, vice president of trade and promotion for AFM. “We are excited to share our expanded Super Bowl plans with our partners at PMA and continue to build the momentum.”

These new initiatives, combined with a strong new harvest and the unique benefit of year-round availability, will provide fresh, high quality avocados to be enjoyed by consumers every single month of the year.

Avocados from Mexico Booth #2414 Schedule
Saturday, October 18th
7:45 a.m. AFM featured as a PMA General Session Breakfast sponsor
All Day Produce for Better Health Supermarket Dietitian tours by Barbara Ruhs,
RD Avocados from Mexico samples featured four ways
10:30 a.m. New Booth Ribbon Cutting Ceremony
12 noon Pavel Pardo, Mexican soccer legend and AFM brand ambassador
appearance

Sunday, October 19th
All Day Avocados from Mexico samples featured four ways
11 a.m. Jorge Campos, Mexican soccer icon and AFM brand ambassador
appearance