Avocados from Peru has refreshed its 2018 social media strategy by introducing a brand mascot while joining forces with California walnuts to help promote two superfoods, says Xavier Equihua, president and CEO of the Washington, D.C.-based Peruvian Avocado Commission.
The new mascot was inspired by Peru's heritage and the existing Peruvian avocado logo and “incorporates hand-drawn elements, pops of color and modernized typography into a unique and flexible brand package,” AFP says.
The collaboration with California walnuts will include in-store demos at Costco, Sam’s Club and Wal-Mart and tout recipes like walnut avocado salad, walnut avocado toast and walnut avocado yogurt with honey.
In other retail and consumer marketing initiatives, Avocados From Peru will renew its partnership with CBS Radio and brought back its popular Avo-Dog for fans attending Baltimore Orioles baseball games over Father’s Day weekend.
And visitors to the Maryland Zoo in Baltimore this summer will have a chance to participate in “Peru at the Zoo,” Equihua says.
Animal lovers will receive free Peruvian avocados and ripening bags during their visit to the zoo.
The signature #AvoBus will return to Washington, D.C., Philadelphia and other cities this summer, Equihua says.
AFP’s 2018 strategic marketing program also will include increased trade and consumer advertising, retail incentive programs, high-profile partnerships and various social media tactics to further engage consumers, he says.
Avocados From Peru is planning a record 8,000 in-store demos.
A “robust toolbox of retail activations” also is available to retailers, including geo-targeted mobile ads, display bins and ripening bags.
Radio spots on popular stations including Spotify and Pandora are scheduled to remind consumers of the heart-health benefits of Peruvian Avocados, and AFP will run full-page ads in regional editions of Vogue, Vanity Fair and Women’s Health, communicating the health and beauty benefits of Peruvian avocados, Equihua says.
Finally, AFP will continue its collaboration with its global ambassador, Fooddeco, by creating avocado recipes shared on the Peruvian avocado website and social media channels, he says.
For more information, visit avocadosfromperu.com.