This season, Peru reached record-breaking sales numbers by exporting over 726 million pounds of avocados worldwide, of which 182 million pounds were shipped to the United States.
Peru is the second-largest exporter of avocados in the world, the second-largest supplier to the United States, and the largest supplier to Europe. Avocados from Peru supported this significant distribution through various strategic and unique retail, trade and consumer marketing activations that proved to be essential components to this season’s success.
“This was a season of firsts for us,” said Xavier Equihua, president and chief executive officer of the Peruvian Avocado Commission. “We conducted over 10,000 demos nationwide in Walmart, Costco and Sam’s Club in 60 days, launched the first partnership between two superfoods (Peruvian avocados and California walnuts), aired the first-ever avocado TV spots during the World Cup and Major League Baseball All-Star Games, launched the first “Peru at the Zoo” activation at the Maryland Zoo and introduced Cuzco, Avocados from Peru’s new mascot.”
This season’s robust marketing campaigns spanned across all channels including social, digital, radio, broadcast, mobile, print, retail initiatives and consumer activations -- all pointing to the quality, taste, nutritional benefits and versatility of Peruvian avocados.
Walmart’s Wellness Week
Avocados from Peru completed 10,000 demos in 60 days at Walmart, Costco and Sam’s Club’s nationwide -- a record-breaking number for the category. AFP also participated in this year’s Walmart Wellness Week, the largest health event in the world. Peruvian avocados are the only produce items to ever be included in this prestigious event and contributed demos at 997 locations throughout the week and served a consumer favorite recipe, Avocado, Walnut and Peach Salad.
Avocados from Peru and California walnuts superfood demos
This season, consumers had 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 Walmart. The activations were supported by both demo partners through social, digital, PR, geo-targeting and website landing pages.
World Cup and MLB All Star games
This year AFP became the first in its category to sponsor two of the world’s most prominent athletic events -- The World Cup and the MLB All Star games. AFP ran TV spots celebrating World Avocado Month during the games as well as on morning and evening news programs. This initiative was also supported through digital and social promotions in partnership with Fox 5.
Partnership with CBS and New York Yankees
AFP partnered with CBS to bring the ‘Avo-Dog’ promotion to one of the nation’s most iconic baseball parks over Labor Day weekend, offering baseball fans a free topping of Peruvian avocado with the purchase of any food item during the New York Yankees vs. Oakland Athletics games at Yankee Stadium in Bronx, NY.
‘Peru at the Zoo’
To further showcase the nutritional benefits of Peruvian avocados, AFP partnered with the Baltimore Zoo to launch “Peru at the Zoo,” which included Peruvian avocados served at all food outlets inside the park and various AFP branded signage around the zoo. AFP also sponsored radio spots and social media giveaways, which offered 75 free admission tickets to “Peru at the Zoo.”
Cuzco the Avocado
Given AFP’s increased consumer engagement on social media, AFP launched its new brand mascot, Cuzco the Avocado. The mascot added a playful, yet stylish presence to the AFP digital marketing initiatives this year and will continue to be an integral part of upcoming 2019 digital campaigns.
More highlights of the 2018 season include:
AFP’s marketing efforts reflect the organization’s commitment to supplying the U.S. with top-quality fruit during the summer season. Avocados from Peru, Peru’s most popular superfood and America’s favorite summer avocado, are looking forward to planning another exciting and impactful marketing strategy for the upcoming 2019 season.