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.”

MARKETING MATERIALS

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.
Marketing Support