MERCADEO Versión en español
Avocados From Mexico celebrates Cinco de Mayo with guacamole
Manuela Walfenzao| 4 de mayo de 2016
La idea de la campaña es reforzar la celebración en EE UU
The best days to sell avocados in the U.S. are, in the first place, the Super Bowl, and second in line, Cinco de Mayo (May 5). Avocados From Mexico, the marketing unit of the Mexican Hass Avocado Importers Association, is stepping up its game to boost avocados consumption this date. The campaign was designed with multi screens apps and media to reinforce the celebration in the U.S. In Mexico, celebrations on May 5 commemorate the Mexican army defeating France at the 1862 Battle of Puebla. In the United States, many people see this date as an excuse to celebrate by loading up on foods such as chips and guacamole, and drinking margaritas and Mexican beer. “Associating our brand with the holiday really makes sense for us” said Kevin Hamilton, Director of Brand Marketing, Avocados From Mexico. “What we need to do is tell America about the product and the brand and how we fit in with Cinco de Mayo.” The trade group has made its larger marketing efforts during the Super Bowl, but this time its investing heavily in the Mexican celebration. Avocados From Mexico plans to appear on “Good Morning America” in the first Cinco de Mayo segment on a national morning show. Together with other brands and influencers, they are using the #GuacIt hashtag on social media to find out how people eat guacamole. Also, in partnership with popular New York food trucks, they will give out free food made with avocados.
