IMPACTFUL RETAIL-FOCUSED RADIO CAMPAIGNS ARE FIRST FOR THE AVOCADO CATEGORY
Washington D.C., August 13, 2014 — This summer, the Peruvian Avocado Commission (PAC) launched its first multi-faceted marketing program and its unique radio strategy is proving itself on every level. The first of its kind national summer radio campaign, and more importantly, the value-added promotions, were strategically designed to fulfill retailers’ needs and drive consumer purchase.
The 10-week long radio campaign kicked off in late June and has been gaining momentum since the first round of spots aired in the northeast supporting top retailers across the country.
“The availability of high quality fruit and the uniqueness of the radio spots that incorporate retail partners’ brands coupled with tailor-made promotional opportunities is novel for the industry,” explained Xavier Equihua, Chief Executive Officer, PAC. “Radio buys were initially scheduled in 17 markets, including the popular internet radio, Pandora. Within days of the launch, the campaign expanded to 25 markets across the country in great part because of the innovative radio spots that we are providing our retail partners.”
Unlike most radio scripts that offer a retailer tag at the end, the PAC commercials integrate the retailer into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, short, five-second spots call out retailer names whenever possible. This unusual but extremely valuable type of advertising is unique for the category.
More than 120 stations are airing over 25,000 Avocados from Peru spots. Each station recorded the script using a voiceover best suited for its audience, often from their well-recognized deejay. Additionally, upon request from the retailers, PAC has tailored scripts to support limited time, in-store promotions, such as “Five Avocados for Five Dollars.”
“PAC’s radio campaign has exceeded all expectations because it is extremely innovative for the avocado category,” continued Equihua. “We promised retailers unprecedented marketing support and we delivered that promise. For the last two months we have worked side-by-side with our retail partners offering them the tools they need to assist them in selling the biggest crop of Avocados from Peru ever available in the United States.”
“Demand for fresh avocados in the United States is increasing approximately 10% every year and Peru is poised to meet this growing consumer demand, as we are demonstrating this summer” added PAC Board Chairman Enrique Camet. “Right now, PAC is the only group heavily promoting avocados at a national level during the summer months of June, July, and August. Such months are the peak period for avocado consumption and not only are we providing large, quality fruit, we are providing many incentives for consumers to purchase the fruit and enjoy it in unique ways.”
PAC’s radio program goes well beyond traditional ad buys to deliver its message. On-air radio station promotions are creating consumer interaction in 17 key markets.
Several radio stations, including two in San Diego and Chicago, have requested on-air demos where deejays sample dishes made with Avocados from Peru and share key messages provided by PAC while on the air. Listeners are directed to www.avocadosfromperu.com for the recipes.
To drive purchase and encourage consumption, several stations are asking their listeners to send in their favorite avocado recipes. With chances to win gift cards to local retailers, this tactic has proven to be a huge success in markets such as New York, Philadelphia, and Baltimore.
For stations such as KRTH in Los Angeles that want to drive listeners to their websites, PAC created an Avocados from Peru Color Kitchen Makeover with a prize package consisting of an avocado green Kitchen Aid mixer, oven mitts, wall clock, and two gallons of avocado green paint. Listeners can log on to the station’s website and enter for a chance to win.
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.
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Advertising and Retail Promotions to Support “Monumental Taste” Marketing Campaign
WASHINGTON, D.C., June 13, 2013 – Big, delicious Avocados from Peru are returning to the United States this June through September.
To celebrate, the Peruvian Avocado Commission is launching an inaugural marketing campaign this summer to commemorate the Peruvian avocado season.
As demand for avocados continue to rise to an expected record in 2013 of 1.7 million pounds, timing is right for ripe Avocados from Peru to be in the market during the spring and summer months – a period when consumption for avocados in the United States is at its highest.
“We are thrilled to be able to bring high-quality Peruvian avocados to the United States during the highest period of avocado consumption,” said Peruvian Avocado Commission Chairman and CEO of Agropecuaria Las Lomas de Chilca, Enrique Camet. “Avocados from Peru will complement the California avocado season, allowing the avocado industry to finally keep up with the demands of consumers for more Hass avocados.”
Once again the campaign, themed “Monumental Taste,” will convey the unique heritage of Peru while leveraging the growing popularity of Peruvian cuisine in the United States.
The integrated marketing effort is designed to raise consumer awareness and support the product at retail via a robust media buy that includes mobile billboards near retail outlets, radio, in-store signage and store demos. This year’s effort will focus on key markets including New York, Philadelphia, Baltimore and Boston and is intended to put a solid foundation in place for enhanced efforts in the following years.
“We’re delighted with the ‘Monumental Taste’ campaign theme and creative. It’s a very exciting time for the Peruvian avocado industry,” said Peruvian Avocado Commission Vice Chairman and General Manager of GiumarraInternational, Bruce Dowhan.
Avocados from Peru are available June through September. Advertising and retailer efforts will have a heavy emphasis in July and August.
About the Peruvian Avocado Commission: The Peruvian Avocado Commission was established in 2011 to increase demand for Avocados from Peru through advertising and retail promotions. Avocados from Peru are available in the U.S. from June – September. For more information, visit www.avocadosfromperu.com. “We are thrilled to be able to bring high-quality Peruvian avocados to the United States during the highest period of avocado consumption,” said Peruvian Avocado Commission Chairman and CEO of Agropecuaria Las Lomas de Chilca, Enrique Camet. “Avocados from Peru will complement the California avocado season, allowing the avocado industry to finally keep up with the demands of consumers for more Hass avocados.”
This summer, big, delicious Avocados from Peru are returning. This return is backed up with a robust media campaign highlighting the brand’s authentic Peruvian heritage – all centered around “Monumental Taste.” Sponsored by the Peruvian Avocado Commission, this initiative is perfectly timed to boost awareness and drivetrial by leveraging the growing popularity of Peruvian cuisine.
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