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Avocados From Mexico tackles big game flavor

Avocados From Mexico is teaming up with Old El Paso for the fourth year in a row to help bring big game flavor to party spreads across the United States with the Guac Nation program. Running Jan. 3-Feb. 4, the program will build on the excitement of the Super Bowl and AFM's strong partnership with OEP to reinforce the connection between avocados and football.afmlogo

"The Big Game is one of the largest home entertainment events that bring people of all backgrounds together to celebrate and feast on mouthwatering guacamole spreads," said Maggie Bezart-Hall, vice president of trade and promotion. "We are looking forward to joining forces with our longtime partner Old El Paso to help every Big Game event across the U.S. celebrate with our Guac Nation program to not only elevate the taste experience but also drive demand for our retailers by emphasizing the versatility of avocados during a key consumption period."

Guac Nation will focus on helping every gameday viewer and their guests strategically make flavorful plays of their own. Together, AFM and OEP go beyond delicious guacamole and offer a new level of versatility to this year's playbook with new creations to wow watch-party guests. While guacamole and chips will always remain a true Game Day classic, the partners are also offering a few twists to their go-to items with easy-to-make, crowd-pleasing avocado handheld recipes for football and avo-lovers everywhere.

To inspire shoppers and get avocados on the list, AFM will feature Guac Nation in a robust marketing campaign targeted at pre-shop, shop and post shop. With recipes, in-store displays and targeted media to reach shoppers and drive engagement.

Getting avocados on the list is critical and that is why AFM amplified social and digital activations this year. AFM and OEP's new blogger outreach program includes key food influencers sharing avo-news and positioning Avocados From Mexico and Old El Paso products as a must-have on every customer's shopping list before the grocery run. In addition, AFM will activate through ChannelSight, allowing consumers to view delicious recipes and add AFM and OEP items featured to their cart with a click of a button. Viewers can easily click through and shop from select online retailers. These activations will inspire shoppers and help drive basket ring once they are in-store.

Avocados From Mexico's 2016 Shopper Mindset Study found that 74 percent of shoppers report they would buy more avocados if they saw more "displays around the store to remind them of avocados." In an effort to enhance displays, AFM plans to implement in-store merchandising such as co-branded small/large bins, POS displays, in-store radio amplification, retail-specific programming.

In addition, shoppers can score big with in-store tear pads or online value offers via Shoppers can save $1 when buying one OEP dinner kit and two avocados.

"We want this to be a seamless omnichannel experience," said Dianne Le, senior manager national shopper marketing at Avocados From Mexico. "Through activating across paid digital and social channels, we remain at the forefront of the produce industry, offering value to shoppers, bringing innovation to the category, helping deliver a shopper-centric solution for their Big Game spread while driving conversion at retail."

For avo-recipes for the Big Game and every day, along with additional program information, visit