Page 18 - Index

AVOCADOS FROM MEXICO
IRVING, TX ‘Savor Every Moment’
PLAN OBJECTIVES
CAMPAIGN
RESULTS
CALIFORNIA AVOCADO COMMISSION
IRVINE, CA ‘In uencer Marketing Program’
To increase California Avocados’ perceived value, preference and loyalty with its targets and to achieve a premium price. To leverage people/channels of in uence to: inform consumers when California Avocados are in season; differ- entiate those from imported avocados; align with locally grown; communicate the “essence of California”; and achieve budget ef ciency.
The CAC’s In uencer Marketing Program included several components that helped spread its overarching message: blogger advocates, social in uencers, mythbusting, registered dietitians and integrated outreach. The campaign featured dozens of top-tier in uencers and recipe developers; partnerships with foodie site Food52, in uencer network Hello Society and YouTube personality Dzung Duong; and expertise from dietitians to spread the word on California Avocados.
The California Avocado Commission secured a collective reach of more than 63 million
impressions,
including
9.9 million
impressions
from blogger
advocates as
well as 43
million from
its California Summer Soundtrack Cook- book. Its six Mythbuster video collected more than 22,000 views.
PLAN OBJECTIVES
Avocados From Mexico enlisted IMW Agency to develop a buzzworthy program to showcase AFM’s programs at the Produce Marketing Association’s Fresh Summit Show in Orlando, FL. The goal was to increase booth traf c, bring the brand’s platform to life, to sell-in seasonal retail promotions and preview new programs and highlight ways to enjoy avocados.
Avocados From Mexico created a multisensory experience that brought its “Savor Every Moment” message to life. Retail customers learned how that message increases shoppers’ paths and drives impulse purchases. A full- scale retail environment was launched, with produce displays and a preview of upcoming promotions. From food experiences, such as AvoDogs to avocado popsicles, as well as creating recipes at the Avo-Matic Airstream, attendees got a complete look at AFM’s offerings.
The Avocados From Mexico booth was one of the most talked about at the summit. Year-over-year booth traf c increased by 20%, with average engagement time rising by more than 30%. AFM served more than 2,500 customized creations and held more than 40 partner and retailer meetings. It also sold out all of its promotional bins (more than 20,000), a rst for the brand.
CAMPAIGN
RESULTS
CALIFORNIA GIANT BERRY FARMS
WATSONVILLE, CA ‘Giant Berry Awards’
PLAN OBJECTIVES
Through its awards campaign, California Giant hoped to hit several SMART targets, including expanding datable contacts, nurturing existing contacts, increasing web traf c to its site and boosting social media engage- ments.
To capitalize on the appeal of the awards show
season (Jan
28-March 8),
California
Giant posi-
tioned berries
as vibrant stars
that are works
of culinary art.
It highlighted
recipes in which each berry had a star- ring role in and was nominated for an award in different categories. People voted to support their favorite berry in a contest to take home The Giant Berry Award. Prizes were awarded in exchange for their vote.
The campaign received nearly 350,000 social media impressions and went well above its targeted goals in several categories, including database contacts (+267%), web traf c (+101%) and social media engagements (+251%).
CAMPAIGN
RESULTS
18 / AUGUST 2019 / PRODUCE BUSINESS