Shopper Marketing - July 2016 - 26


PROGRAMS

campaign netted a very strong ROI."
Ideation began in 2014, says Stephanie Bazan, market development director for Avocados From Mexico (AFM). She says a key driver
was the knowledge that more than 83 million
individual avocados are consumed during the
week of Cinco de Mayo in the United States
- the second-largest time of year for U.S. avocado sales behind Super Bowl week.
Espinoza says that once the partners decided to tie the promotion to Cinco de Mayo,
they then focused on guacamole as the central recipe that includes the two ingredients.
Consumers were encouraged to create their
own recipe variation via a virtual "guac builder" on GuacIt.com, which allowed users to
add up to five additional ingredients ranging
from pineapple to jalapenos.
From April 4 through May 15, users that
named their guac recipe and shared it on Twitter using hashtags #GuacIt and #CincodeMayo
were entered into a Fiesta del Fuego sweepstakes, which awarded four outdoor party
packs (a $5,000 check) or six Tabasco grilling
kits and $525 grocery gift cards. Consumers
could also enter the sweepstakes at AFM's AvoFan.com.
"The digital efforts for this campaign were
the main out-of-store drivers," says Mary Hansen, brand manager at McIlhenny Co. "It was
very simple: build it, name it, share it - and
tens of thousands of people did. Both brands
also used their collective social media fan bases to join in the fun and spread the word."
Bazan says that the fan base includes a network of 45,000-plus brand ambassadors and
online influencers as well as more than 1.3
million loyal fans across Facebook, Twitter
26

y SHOPPER MARKETING JULY 2016

and Instagram. Once the out-of-store efforts
brought consumers to the stores - including national, regional and independent, both
general and Hispanic - they saw various P-OP elements.
Espinoza says innovation merged with a
variety of co-branded and co-merchandised
display units to aid the shopping experience.
"We offered eye-catching bins with hutches
that merchandised both brands together in
the produce section," he says. "Bins without
hutches were also offered for accounts that
have height restrictions and for those stores
that do not carry glass in the produce department. In those instances, a Tabasco sauce
dedicated shipper - co-branded, but only carrying Tabasco sauce - was brought in to support the program through alternate placement in-store."
There were coupons on the displays, as
well as educational messaging. Bazan says
there was additional activation support such
as demos, loyalty programs, advertising, sampling and volume-driving contests with key
retailers that overlaid the national campaign.
"Retailers have become very specialized in
their approach to market and they favor certain tactics which they believe provide differentiation and work best with their customer
base," Espinoza says. "One such tactic is instore demos."
AFM's shopper marketing agency, Roseville, California-based AugustineIdeas, led
the ideation, creative design and activation
of the in-store promotion and shopper materials. Ketchum, New York, handled consumer public relations. Richards/Lerma, Dallas,
drove the digital efforts.


http://www.GuacIt.com http://www.AvoFan.com http://www.AvoFan.com

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

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
Shopper Marketing - July 2016 - 23
Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
Shopper Marketing - July 2016 - 32
Shopper Marketing - July 2016 - 33
Shopper Marketing - July 2016 - 34
Shopper Marketing - July 2016 - 35
Shopper Marketing - July 2016 - 36
Shopper Marketing - July 2016 - 37
Shopper Marketing - July 2016 - 38
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Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
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Shopper Marketing - July 2016 - 49
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Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
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