The avocado promotion campaigns were fundamental to its positioning in different markets, such as Canada, Japan and the United States, where consumption of this fruit became habitual.
Alvaro Luque, the president in the United States of the Avocados from Mexico company, stated in an interview that, after the opening of the North American market, they had worked to produce high quality avocados in Mexico and had focused on promoting the product in the United States to increase consumption.
The promotion was so successful that the avocados from Mexico became a brand, not just a product, and it has a unique personality in each country to which it is exported.
"For three consecutive years we have been the second best digital campaign in the entire Super Bowl, beating Coca-Cola, Pepsi, and Procter and Gamble, which are huge companies in the market," he said.
Luque said that the Mexican avocado expansion process continues in other markets, such as Canada, Japan, and China, in which they have implemented specific promotion strategies.
In Canada, the major hockey teams and the Toronto Blue Jays baseball team are sponsored by Mexican avocados.