Shopper Marketing - May 2017 - 16
AFM Serves Up a 'Fanwich'
Sports-themed campaign utilizes Bimbo partnership
and display contest
By Joe Bush
irviNg , Texas - Avocados From
Mexico rode the momentum of the
crucial Super Bowl Sunday "holiday"
to emphasize avocado consumption during the National Collegiate
Athletic Association's "March Madness" season for the third straight
With its "Fanwich" program,
Avocados From Mexico (AFM) tries
to grow avocado use in handheld
meals such as sandwiches, tacos,
burritos, burgers and wraps. According to a 2015 AFM study, guacamole is the No. 1 way in which
avocados are consumed in the U.S.
(by 77% of the avocado eaters surveyed), followed by salads (64%),
tacos/burritos (58%), sandwiches
(56%), burgers (48%) and wraps
"Our target market is sports fans
and hosts of game-day parties beAvocados From Mexico's Fanwich campaign featured P-O-P
yond the Big Game," says Stephanie including pallet bins as well as a promotional website and a
Bazan, AFM market development retailer display contest.
director. "Our objective with this
the top avocado usage occasions."
shopper marketing program is to drive conBazan says that AFM focused on the presumer consumption post [Super Bowl], when
shop this year by partnering with Quotient
it peaks. ... We leverage the excitement of basTechnology's Coupons.com to offer consumketball, specifically the college playoffs that
ers 75 cents off the purchase of two AFM avoccur in March, to help bring focus on one of
y SHOPPER MARKETING MAY 2017