Category leader Avocados from Mexico (AFM), a wholly owned subsidiary of the Mexican Hass Avocado Importers Association, upped its football season activation this fall by launching two national programs aimed at leveraging CPG partners, driving traffic to stores and engaging shoppers.
AFM partnered with Barcel’s Takis snacks rolled corn tortilla chips to kick off Hispanic Heritage Month (Sept. 15-Oct. 15) and give shoppers the chance to win a trip on a private jet to a football game of their choice. From Sept. 13 through Oct. 11, shoppers can enter a “Gametime GuacSTAR” sweepstakes by scanning the QR code on custom AFM and Takis football-shaped bins at participating retailers or by visiting a dedicated promotional site. Additionally, $10,000 worth of football gameday ticket packages will be given away as secondary prizes.
This October, AFM will also launch a “Guac the Tailgate” sweepstakes awarding 10 winners a brand-new truck and tailgate gear, including a hard cooler, tent and collapsible table and chairs. To fit the theme, AFM developed unique displays resembling a tailgate truck to drive interest at stores. From Oct. 11 through Dec. 27, the shoppers can scan a QR code on these avocado truck bin displays, located at participating retailers or by visiting a dedicated AFM landing page.
To further boost retailer activities, AFM is debuting a cash retail incentive contest to support Guac the Tailgate. The contest is open to any retailer that orders and uses AFM display materials. Retailers can still participate by contacting their AFM regional director to order free displays.
"Football and avocados are inextricably linked – it's just not a football party without fresh guacamole. As the only brand of avocados available year-round, we've been able to focus on this hard-to-tackle season to drive even more opportunity for avocado consumption during the October, November and December months," said Stephanie Bazan, AFM vice president of trade & market development, in a recent media release. "These new programs are some of the most engaging we've ever offered – bringing even more excitement to avocados in store and beyond. Football is a national sporting pastime event which brings people together and Avocados From Mexico is at the center of these celebrations."