Shopper Marketing - March 2016 - 40


PROGRAMS

Avocados from Mexico
Offers 'Season's Eatings'
Organization partners with Tabasco for in-store, digital campaign
providing holiday recipes
By Joe Bush

irving, texas - When you think about your
menus for Thanksgiving and the December
holidays, avocado probably doesn't come
to mind. But Avocados from Mexico (AFM)
wanted to make sure its product had a chance
to not only boost leftovers but to be a part of
main dishes as well. The result was an in-store

and digital promotion called "Season's Eatings" executed in partnership with McIlhenny
Co.'s Tabasco.
The campaign ran from Nov. 1 to Dec. 25
and was a success, says AFM president Alvaro
Luque. "Since this is (our) first program during this timeframe, the budget was smaller
compared to other AFM shopper marketing
programs," he says. "However, with the positive take rates, we are already planning for next
year's big win."
40

y SHOPPER MARKETING MARCH 2016

Luque says at least 20% of non-Hispanics and
roughly 40% of Hispanics serve avocados during
the holidays. AFM has a proprietary segmentation model that it uses to segment avocado users, says Luque, and within that model it is able to
profile the avocado usage and attitude segments
on consumption and preparation behavior, attitudes, purchase drivers or barriers and demographics. "This segmentation model has been
able to give us insights in all these areas and focus
on the best target segments that have the most



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
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Shopper Marketing - March 2016 - 10
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