EAT ME kicks off this summer with the 'Avocado tour’-campaign, highlighting the versatility of the avocado. The campaign inspires shoppers with easy recipes for different consumption moments. Mission: increased moments of enjoyment for consumers of EAT ME avocados.
In recent years, and as a result of healthier dietary patterns, more and more north-western Europeans are eating avocados. And yet according to research by GFK*, there is still much unknown about the application of avocado to recipes. Consumers don’t know which recipes can be used with an avocado or how to prepare it.
Responding to different consumption moments
Nature’s Pride sees opportunities. ‘As the avocado expert, we know better than anyone else what this versatile fruit has to offer. The 'Avocado tour’-campaign makes use of this knowledge. The campaign is devised with the World Avocado Organization as a summer festival. Focusing on inspirational, delicious and easy recipes for different consumption moments throughout the day. The avocado is very versatile. You can eat avocado on your bread in the morning, use it as a snack in your salad, or add it to your poké bowl during dinner. Avocado can be used throughout the day', explains Wilbert Hordijk, Marketing & Communication manager at Nature’s Pride.
Nature’s Pride works using a data driven shopper marketing strategy, based on consumer insight and product knowledge. In doing this, they can focus on the consumer’s enjoyment of the avocado. Hordijk: ‘Understanding the consumer is essential to creating value. Using the avocado shopper’s profile, we can understand the purchase behaviour and we can cater to their needs and wishes. We also use online search behaviour for recipe selection. Many popular search combinations, like avocado with egg, and avocado with salmon are included.
Inspiration and experience
‘Supporting our retail clients on the shop floor and online is central to our campaign. Alongside the promotions, we’re organising instore demonstrations with different ingredients to arouse the senses and create the ultimate product experience. The consumer can feel, see and taste the avocado, and receive an immediate product explanation. With a display transformed into a 'food truck’ we've created extra shelf space and fun in the shop. The striking POS materials and recipe inspiration cards are also getting people’s attention. This way we can increase consumer awareness to the versatility of the avocado.
Geotargeting has been implemented online. Hordijk: ‘Using social media, we can specifically target consumers within a 2 km radius of a physical sales location. The action mechanism that repeats in the online adverts triggers these consumers to come to the store or web shop. And it wouldn’t be a summer festival without music. The EAT ME Spotify playlist full of summer hits gives the campaign an extra impulse.'
Longer enjoyment, less waste
As avocados can be used for different consumption moments, the EAT ME avocado has a distinct advantage. They are protected by a plant-based (in connection with Apeel) protective layer. This protective layer ensures that ripe and ready to eat avocados retain their quality. ‘We ensure that the consumer has more time to enjoy the ready to eat avocado and help prevent food waste,’ explains Hordijk. ‘If it doesn’t go with your breakfast, you can always incorporate it into your lunch. That way, we can all enjoy the high quality for longer and contribute to a better world. That’s our mission.'