Shopper Marketing - May 2017 - 18
ocados from Feb. 13 to
"Our goal is to make
it on the shopping list,"
In stores, AFM utilized
Fanwich-themed pallet bins, floorstands and
various POS signs developed by Roseville, California-based Augustine,
AFM's shopper marketing agency.
For the second consecutive year, the Fanwich experience expanded to the Hispanic
market via a partnership with bread maker
Bimbo Bakeries USA. Consumers could save
$1 with the purchase of two AFM avocados and
any one Bimbo Bakeries product from March 1
to March 26. Co-branded bins in produce sections plugged the offer.
"Sandwiches utilizing avocados as a key ingredient are on trend and resonate strongly
with the Hispanic consumer," says Michael
Leonard, associate brand manager for Bimbo
AFM again staged its National Fanwich Re18
y SHOPPER MARKETING MAY 2017
tail Display Contest, which incentivized
retailers to create cart-stopping displays
using at least three pieces of provided
P-O-P materials and submitting pictures
to Fanwich.com/Retail. Twenty winners
each received a $2,000 prize pack consisting of various electronics, gifts cards,
travel and dining vouchers.
The overall campaign was touted via
in-store radio and online sandwich recipes
at Fanwich.com. Bazan
says success of the program would be measured through final
volume data during the
promotional period as
well as prints and redemption of its savings
hopes to expand the
partnership in the future, Lambert says. SM
BRAND: Avocados From Mexico
KEY INSIGHT: A significant number of
consumers enjoy guacamole on sandwiches, tacos, burritos, burgers and
wraps. The NCAA's March Madness, like
the Super Bowl, creates game-day parties (i.e., usage occasions).
ACTIVATION: AFM promoted avocado
use during March through a Coupons.
com offer, a promotional website, instore displays and a partnership with