Avocados From Mexico introduce Super Bowl campaign
The campaign will feature consumer incentives and retailer support, such as recipe inspiration through social media, in-store radio, merchandising focused on molcajete shaped display bins, and the Guac Center Pallet bin. The Guac Center Pallet bin is unique in that it has separate side pockets allowing retailers to merchandise everything a shopper would need to build their own guacamole, like tomatoes, onions, jalapeños or limes. Approximately 73 percent of people, hosts and guests alike, make grocery store trips specifically for the Big Game.
The Big Game is the perfect broad-reaching platform to promote avocado consumption surrounding the traditions of in-home entertaining for people of all backgrounds, said Stephanie Bazan, Market Development Director of AFM.
Hosts of Big Game parties want to create simple crowd-pleasing dishes and with the Big Game ranking as one of the top occasions where avocados - especially guacamole - are served, the Guac Nation program plans to reinforce the relationship between guacamole and football for the company.
Shopper incentives will also be introduced with the campaign. With this shopper incentive, consumers can save $1 when buying two Avocados From Mexico and any one Old El Paso TM Dinner Kit, Taco Shells, or Tortillas. The incentive running through the Ibotta platform is a pilot element new this year developed to drive incremental purchases. Through the Ibotta platform, consumers will have access to unlock the same incentive available through the Catalina Buyer Vision. Ibotta is intended to gamify the shopping experience.
Consumers can redeem the coupon by purchasing the product, taking a picture of the receipt through the app and receiving the rebate. Along with in-store and online savings, consumers will be able to enter for a chance to win a variety of prizes. One grand prize winner will receive a Big Game Prize Pack valued at $5,000 and 60 secondary prizes of $250 gift cards will be awarded. Retailers will also have the chance to win big when they join the Guac Nation and exercise their creativity at the store level.