Avocados from Peru Kicks Off 2018 Season at the World Cup and MLB All Star Game in Washington D.C., Among Other Strategic Marketing Initiatives
170 Million Pounds of Peruvian Avocados are expected to be imported into the United States this summer
Washington D.C., May 21, 2018 – As the world’s insatiable appetite for avocados continues to skyrocket, the Peruvian Avocado Commission (PAC) is thrilled to be kicking off it’s 2018 season with many exciting retail and consumer focused marketing initiatives. Beginning in June and in celebration of World Avocado Month, Avocados From Peru is the exclusive sponsor of various exciting activations in Washington D.C. during the World Cup and MLB All Star Games. It’s been over 35 years since Peru qualified for the World Cup and 50 years since the MLB All Star Game was hosted in the nation’s capital. Avocados From Peru will be present on air (they play Denmark June 16th and France June 21st), desktop, mobile and apps.
“Given the increased supply of Peruvian avocados this season, we will be focusing many of our marketing tactics around retail trade activity alongside supreme consumer tactics,” said Xavier Equihua, CEO and President of the Peruvian Avocado Commission. “Peru will export to the world 660 million pounds of avocados from the middle of April to mid-September, and 170 million pounds will come to the USA. We will be offering various strategic co-marketing opportunities from which retailers can specifically tailor their preferred programs. On the consumer side, we will continue to showcase the nutritional benefits and versatility of Peruvian avocados.”
This summer, consumers will have the opportunity to taste and see the versatility of both Peruvian Avocados and California Walnuts in a first ever superfood demo collaboration at Costco, Sam’s Club and Wal-Mart. The demos will be held nationwide across the United States and at various Costcos in Europe. The demos will begin on June 15th, just in time for Wal-Mart’s Wellness Day.
Avocados From Peru will also be renewing their partnership with CBS Radio and bringing back the fan-favorite Avo-Dog to baseball fans attending Orioles baseball games over Father’s Day weekend this summer. Fans will be able to enjoy a free topping of Peruvian Avocado with the purchase of any food item during the game in Oriole Park at Camden Yards.
Baltimore locals and tourists visiting the Maryland Zoo this summer will also have a chance to participate in “Peru at the Zoo”, the first ever activation by avocados at a zoo in the United States. In celebration of World Avocado Month and Independence Day animal lovers will receive free Peruvian avocados and ripening bags during their visit to the zoo.
Consumers in Washington D.C., Philadelphia, and other cities will also see the return of the signature #AvoBus. This year, AFP will be increasing the amount of public transportation buses wrapped in its iconic image, Machu Picchu. This initiative has received high engagement amongst consumers in previous years and is expected to lead to further excitement around America’s favorite summer avocado across all digital channels.
AFP’s 2018 strategic marketing program will also include increased trade and consumer advertising, retail incentive programs, high-profile partnerships and various social media tactics to further engage consumers. AFP plans to break its 2017 record of 6,500 demos with the retail trade with over 8,000, a first in the category. A robust toolbox of retail activations is also available to retailers, including geo-targeted mobile ads, display bins, and ripening bags.
Consumer activation includes radio spots on popular stations including Spotify and Pandora to remind consumers of the heart-health benefits of Peruvian Avocados. AFP will run full-page ads in regional editions of Vogue, Vanity Fair and Women’s Health, communicating the health and beauty benefits of Peruvian Avocados. AFP will continue their collaboration with AFP’s global ambassador Fooddeco, by creating beautiful and delicious avocado recipes shared on the Peruvian Avocado website and social media channels.
AFP is thrilled to be kicking off the 2018 with a strong marketing program in which each initiative complements another. This program will strengthen AFP’s reputation as America’s favorite heart-healthy summer avocado amongst consumers and retailers nationwide. To learn more about Avocados From Peru, or for heart-healthy Peruvian Avocado recipes, visit: www.avocadosfromperu.com, or click here to download a free copy of the Avocados From Peru Cookbook.
About the Peruvian Avocado Commission
The Peruvian Avocado Commission (PAC) is headquartered in Washington, D.C. It was established in 2011 to increase the consumption/demand for Avocados from Peru through advertising, retail promotion and public relations. The PAC’s promotional activities are conducted under the guidelines of the federal promotion program for Hass avocados, which is under the oversight of the U.S. Department of Agriculture.
Detailed information regarding these programs will be announced throughout the season. Avocados from Peru will be available in the U.S. through September.
For more information about the PAC please visit www.avocadosfromperu.com or email [email protected]
Media Contact:
Xavier Equihua, CEO and President
Peruvian Avocado Commission
(302) 547-3625
Emily Nordee, PR Director
Evans Hardy + Young
805-963-5841 x 218