02
Jun

Avocados From Peru Launches Monumental Summer Campaign

INTEGRATED MARKETING PROGRAM SUPPORTS RECORD EXPORTS TO THE U.S.

Washington D.C., June 2, 2014 – The Peruvian Avocado Commission (PAC) has recently launched an unprecedented combination of trade and consumer marketing programs to support the largest Peruvian avocado crop ever exported to the United States. Over 130 million pounds of Avocados from Peru are projected to arrive in the U.S. during the summer months of June to September – an increase of 120% over 2013.

According to PAC Board Chairman Enrique Camet, “Peru is the leading supplier of avocados in Europe. The U.S. is an equally important market for Peru, and this year’s crop marks the beginning of a much larger long-term presence for Peru in the U.S.”

“Demand for avocados is at its peak during the summer, and we want retailers and consumers to know that this nutritious “superfood” is in stores and ready to enjoy.” continued Camet.

PAC is the first and only avocado organization under the Federal promotion program for Hass avocados to receive permission from the USDA to use the term “Superfood Nutrition” in its marketing materials. Superfoods like Avocados from Peru are nutritionally dense, provide 20 vitamins, minerals and other important nutrients, and are cholesterol-free,” explained Bruce Dowhan, PAC’s Vice Chairman.

To support this year’s record crop, Avocados from Peru will be launching their first integrated, national marketing campaign. “The campaign is also designed to create a new type of media experience for the avocado category,” explained Xavier Equihua, Chief Executive Officer. “As the demand for avocados increases in the U.S., we want to make sure consumers choose Avocados from Peru.”

The retail-driven marketing program, which rolls out in early June, consists of:

GLOBAL BRANDING PLATFORM – A FIRST IN THE CATEGORY
Taking a cue from leading global brands, Peru has established a uniform brand image and messaging platform that will first be introduced in the U.S. and then rolled out in Europe and Asia. The brand platform includes a modified slogan, “Monumental Flavor,” and consistent brand imagery in its new global website, advertising and POS materials. Key branding elements have already been translated for use in Peru, the United Kingdom, Spain, France and Germany.

EXCITING AND INFORMATIVE WEBSITE
To support its biggest season ever, PAC completely redesigned its website, AvocadosfromPeru.com, to become the “go to” site for everything avocado related. Features include:

  • A contemporary interactive “long scroll” design that captures the flavors and rich cultural heritage of Peru as well as their modern growing practices.
  • Mobile-ready access, a responsive design that automatically adjusts to the screen size on smartphones and tablets.
  • Dedicated Retailer section with valuable merchandising information and a menu of customized marketing tactics.
  • Consumer-focused sections that feature nutrition information, delicious recipes and beautiful photography.

NEW RADIO AND ONLINE COMMERICALS
Beginning mid-June through September, radio spots will run in key markets in the Northeast and in several Western regions. The 30-second spots promote Peru’s fertile farmland and the fruit’s impressive nutritional profile. Radio commercials and custom banners will also air online via the Pandora streaming music service. Several retailers will be tagged and in-store demos will be added as appropriate.

DRAMATIC OUTDOOR BILLBOARDS
New billboards featuring dramatic photography of Machu Picchu alongside bold photos of Peruvian Avocados are available in key markets to support retailers throughout Peru’s season.

MULTI-CHANNEL SOCIAL MEDIA ENGAGEMENT
Consumer engagement will be driven by several unique social media events that will take place throughout the summer months. Popular food blogger ambassadors will help increase “likes” and followers on Facebook, Instagram, and Pinterest by creating and posting new recipes and photographs, sharing cool avo-tips, announcing contests, and in some instances, giving away cash prizes.

THE MOST MONUMENTAL AVOCADO RECIPE CONTEST
Consumers across the country will have a chance to share their favorite avocado recipe and win cash prizes in the first Avocados From Peru Monumental Recipe Contest. The contest, which will be coordinated through Food 52 www.food52.com, will encourage the popular website’s devoted foodies from across the country to submit mouth-watering recipes that showcase the versatility, buttery texture and distinct flavor of avocados.

BEAUTIFUL POS DISPLAYS
New, eye-catching Point-of-Sale materials including bins and reusable plastic crate wraps are available to all retailers. Retailers hosting in-store demos have the option to add customized demo skirts, banners, recipe tear pads, and aprons.

TRADE ADVERTISING
To help keep the trade informed as the season progresses, print and online advertising will appear in various industry media outlets. The campaign will include special full-page front and back covers for key trade publications – another first for the avocado category.

Detailed information regarding these programs will be announced throughout the season.

Avocados from Peru will be available in the U.S. through September.

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.

For more information about the PAC please visit avocadosfromperu.com or email [email protected].

Contact:
Sue Kennedy
EvansHardy+Young
829 De La Vina St.
Santa Barbara, CA 93101
302-547-3625