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30Th Annual Marketing Excellence Awards
Any marketing strategy that resonates in this era must include a myriad of tactics, including social media components. The posts, pins, tweets and retweets help balance the multi-pronged strategies that are resonating so well with America’s consumers.
Through enlightenment of the industry by offering snapshots of cutting-edge marketing campaigns, we hope to inspire, raise awareness and bring to the forefront quantifiable programs to raise not only
dialogue but overall fruit and vegetable consumption as well.
We’d like to express sincere thanks to all entrants for taking the time and effort to share their campaigns. We enjoy getting an annual reminder of what this industry means to retail, foodservice and the country at large. With sincere congratulations on a job well done, we celebrate our 10 winners on the pages that follow. They have clearly shown their work is ‘air worthy’ and ready for takeoff.
WINNING STRATEGIES TAKE FLIGHT ith today’s emphasis on healthy eating and well- ness, consumers are paying plenty of attention to clever, integrated and targeted go-to- market strategies from produce companies and organizations alike. Savvy profes- sionals have fueled campaigns with humor, fun, data and persuasive messaging, all in an effort to increase trial and consumption.
And while the task at hand may not always be easy, when a well-executed, multi-pronged marketing program takes off, bottom-line results and heightened aware- ness are sure to follow.
By saluting 10 honorees for winning Produce Business’ 30th Annual Marketing Excellence awards, we have dissected campaigns, both big and small, to bring readers compelling examples of well-re- ceived, consistent and creative branding initiatives that have taken flight and landed companies in ‘greener’ pastures.
By highlighting this impressive roster of winners, we salute the imagination, atten- tion-to–detail, sound research and flaw- less execution from companies diverse in culture, resources and product.
EAT LIVELY TOUR
PRODUCE BUSINESS / AUGUST 2018 / 21
Avocados from Mexico
Irving, TX
OBJECTIVES
To build awareness
and usage of avocados
among Millennials and to
reinforce that Avocados From
Mexico (AFM) are ideal for on-the-go life- styles. Also generate fun and memorable engagement with the Avocados From Mexico brand.
CAMPAIGN
As part of an overarching Millennial strategy, IMW Agency worked with AFM to develop a cross-country food truck tour targeting college students in fall of 2017 and spring of 2018. Knowing Millennials care about health and convenience, the AFM Eat Lively Tour featured a great-tasting, good-for-you menu that reinforced the versatility of avocados. We brought the Eat Lively experience directly to our target audience by visiting college campuses across the country and serving free avocado samples ideal for on-the-go lifestyles. AFM brought Tabasco on board as a tour partner and integrated the brand into the Eat Lively tour menu.
RESULTS
The Eat Lively Tour visited more than 25 campuses nation- wide and served more than 23,000 food samples and 14,000 promotional items. It generated more than 200,000 on-site impressions. Students extended the tour’s reach with more than 110,000 social media views. Students were genuinely engaged with the brand and excited to hear about the many ways to use avocados in great-tasting recipes. The program led to new or expanded avocado menu items on multiple college campuses.