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US: Guac campaign targets key Hispanic markets

Avocados from Mexico (AFM), the number one selling avocado in the U.S., today announced it will extend its Guac Fiesta campaign to reach the Hispanic trade in key markets. The program is designed to drive consumption of Avocados From Mexico through aggressive retail promotion in key Hispanic markets during prime football season and the Big Game.

The Guac Fiesta Hispanic program will run January 1 to Feb. 1, 2015 in California, Arizona, Texas, Chicago, New York and Miami, targeting 1,000 Hispanic chain stores and independents. The program will feature a mobile sweepstakes and an AFM coupon offer that also gives shoppers a fun new recipe to try. Additionally, the campaign will include digital and social media, merchandising, and trade and consumer public relations efforts.

“Guac Fiesta is a great way to reach the bicultural Hispanic who loves American football,” said Stephanie Bazan, AFM’s Hispanic Marketing Director. “Last year was the first year the Big Game was broadcast in Spanish and the sport is a great way to engage Hispanics during the top U.S. occasion in which guacamole is consumed. American Football season is a fun time when families and friends come together to experience the game and that is no different for the Hispanic fan base. Adding avocados to a favorite dish is a great way to add some flavor to the fiesta.”

The campaign is intended to build excitement with shoppers through a text-to-win campaign where they will have a chance to win a big screen TV for football viewing parties. Retailers will also receive support to promote the product, such as tear pad coupons and in-store purchase coupons for shoppers.

According to Experien Simmons data, the interest in NFL football and college football among Hispanics has increased between the years of 2010 and 2014. While the amount of Spanish speaking Hispanics that watch the NFL has increased, the majority of Hispanics who watch the NFL are bi-cultural and Engish speaking according to Nielsen.

For more information:
Lindsay Moore
Avocados from Mexico
Tel: +1 (916) 774-9600
Publication date: