Shopper Marketing - March 2016 - 42


PROGRAMS

potential for optimal growth," he says.
The Season's Eatings campaign had a strong
Web presence with prominent mentions of its
promotional site on in-store displays. At AvoFan.com, consumers could see holiday messaging and a $1 digital coupon for the purchase of
two AFM avocados and any a 5-ounce or larger
SKU from Tabasco. The site also featured recipes and hosted a sweepstakes that awarded
$500 grocery gift cards. For 12 days leading up
to Christmas, AFM posted a "recipe of the day"
that was also shared via social media.
In-store materials include a holiday-themed
merchandising display with front-and-center
photography of balsamic-drizzled avocados on
a veggie platter and an avocado turkey sandwich. The signage also highlighted the $500
grocery gift card sweepstakes and digital coupon messaging, Luque says. Digital elements
were overlaid throughout the timeframe to
help drive awareness of AFM, the partnership
and promotion, while the coupon drove instore purchase.
"The idea is to remind shoppers the versatility of avocados as appetizers but also as a great
addition to sandwich leftovers," says Luque.
"The merchandising displays sprinkle holiday
cheer to the produce departments and drive a
new occasion for fruits and vegetables as the
center of the store usually gets the focus this
time of year."
AFM regional directors began selling the Season's Eatings promotion in August, Luque says.
National, regional and local retailers had secondary bins, co-sponsored POS materials and
ran loyalty coupon programs to increase awareness and purchases of fresh avocados. More
than 8,000 secondary bins and 5,000 sign kits
42

y SHOPPER MARKETING MARCH 2016

were displayed at retail, Luque says. "The key
to a successful promotion is lead time. Retailers need an average of 12 weeks to six months,
depending on the specific retailer. Also, good
crop projections give the customers confidence
that there will be enough supply in the market
to support the promotion."
Luque says AFM received help from Tabasco's marketing agency, About Marketing Solutions, Burbank, California; Coupons.com,
Mountain View, California, for the digital coupon (through Tabasco); The Richards Group,
Dallas; Social Toasters, Baltimore; and The
Wealthy Mind for digital elements; and AugustineIdeas, Roseville, California; International Paper, Memphis, Tennessee, and Fey
Printing, Wisconsin Rapids, Wisconsin, for inSM
store elements.

BRANDS: Avocados from Mexico,
Tabasco
KEY INSIGHTS: Although research
showed approximately 20% of nonHispanics and 40% of Hispanics serve
avocados during the holidays, AFM had
never run a holiday shopper marketing
program.
ACTIVATION: AFM launched its "Season's Eatings" campaign in partnership
with Tabasco using in-store displays and
signage that reminded shoppers to visit
AvoFan.com for recipes, coupons and
sweepstakes entry. For 12 days leading
into Christmas Day, one recipe per day
was shared on social media.


http://www.AvoFan.com http://www.AvoFan.com http://www.Coupons.com http://www.AvoFan.com

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
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
Shopper Marketing - March 2016 - 14
Shopper Marketing - March 2016 - 15
Shopper Marketing - March 2016 - 16
Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
Shopper Marketing - March 2016 - 22
Shopper Marketing - March 2016 - 23
Shopper Marketing - March 2016 - 24
Shopper Marketing - March 2016 - 25
Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
Shopper Marketing - March 2016 - 29
Shopper Marketing - March 2016 - 30
Shopper Marketing - March 2016 - 31
Shopper Marketing - March 2016 - 32
Shopper Marketing - March 2016 - 33
Shopper Marketing - March 2016 - 34
Shopper Marketing - March 2016 - 35
Shopper Marketing - March 2016 - 36
Shopper Marketing - March 2016 - 37
Shopper Marketing - March 2016 - 38
Shopper Marketing - March 2016 - 39
Shopper Marketing - March 2016 - 40
Shopper Marketing - March 2016 - 41
Shopper Marketing - March 2016 - 42
Shopper Marketing - March 2016 - 43
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