Avocados from Mexico is going all out to get the word out about the world’s finest avocados, spending over $20 million in marketing, the largest budget of any avocado association in the U.S. This generates over 800 million consumer impressions to build the category!

A strong brand-building broadcast campaign supported by national and regional print that boosts both category awareness and sales for Avocados from Mexico continues to show growing results. The Los Angeles program will also be supported by third party endorsers such as food editors, radio show personalities and a nationally recognized chef.

We have designed a number of exciting promotions for the last half of this year! Eye-catching POS and FSI with sweepstakes offering big prizes will help keep Avocados from Mexico top of mind for your consumers. Best practices research indicates that avocados should be promoted up to 40 times a year in developed markets.

Starting in August, kids can dress up “The Avocado Amigos” at www.avocadodressup.com with a fun, interactive “coloring page.” Moms get great recipe ideas in English and Spanish for easy and delicious Back-to-School snacks and meals made with Avocados from Mexico. The promotion will be supported by a POS card that retailers can order (below), as well as a coloring contest via social media efforts.

Avocados from Mexico is helping create excitement for the 200th anniversary of Mexican Independence Day through an in-store Spanish language sweepstakes created exclusively for Chicago independent retailers. Consumers can complete an entry form found on POS cards in-store to enter to win gift card prizes. In Texas, we're working with Mission Foods to provide consumers added value in-store when they purchase Avocados from Mexico and Mission Chips. Promoting authentic Avocados from Mexico is a great way to increase sales during this patriotic celebration.

Customers will be encouraged to increase their purchases of multiple Avocados from Mexico and other taco fixings when “Taco Night” is promoted weekly! New Taco Night POS cards with recipe tear pads for Secondary Displays will help retailers increase sales. Cross promotional merchandising with other “Taco Night” ingredients like taco shells and tortillas, salsa and taco seasonings can also increase storewide sales. The promotion will also be supported by social media efforts to help spread the word.

For the second year, the Mexican Hass Avocado Importers Association and the Hass Avocado Board will celebrate the perfect pairing of watching Major League Baseball (MLB) playoff games while enjoying delicious avocados via media run on TBS during the MLB playoffs.

Last year’s inaugural program generated over 100 million consumer impressions, thanks to our media buy with Turner Sports and MLB on TBS, online media and a consumer sweepstakes. Additionally, in-store displays generated another 31 million shopper impressions.

This year, over 3,000 retail placements will promote both the 2010 Avocado League, an online consumer promotion asking people to vote for their favorite Avocado League recipe, and an in-store consumer sweepstakes called “The Big Hit.” Produce Departments will also be able to send in photos of their displays for a chance to win a trip to the World Series!

Social media sites like Facebook and Twitter, plus a blogger outreach and dedicated microsite on theamazingavocado.com, will help promote the programs.

An eye-catching FSI in California, Chicago and Texas newspapers will drop November 14, 2010, reaching over 16 million General Market households. In addition to offering ideas on how to use Avocados from Mexico on top of lots of dishes, the FSI will promote a consumer sweepstakes called Avocado on Top, with gift card prizes. Customers can also go online to enter or get an entry form located on a POS card with an entry form tear pad at Avocados from Mexico displays. Additional promotional support will utilize social media, eBlasts and radio tags.

We have developed a collection of quick and easy $10 Meal Deals with Avocados from Mexico that helps customers eat well while watching their wallets! Each Meal Deal idea serves four, saves money and tastes great! These Meal Deal ideas can be promoted all year long along with “Recipe of the Month” ideas using Avocados from Mexico.

Last month, Integrated MarketingWorks (IMW) was honored by OCPRSA (Orange County Public Relations Society of America) for APEAM’s Trade Communications program.

IMW accepted the highest honor of the year, earning the "Best in Show" total PR program award for its entry titled, "APEAM Trade Marketing Communications Program." Approximately 100 submissions were reviewed by judges from a PRSA chapter in a different region of the country. IMW was the first in 35 years to have a perfect score.

MHAIA’s national print campaign, “The Amazing Avocado,” has recently received recognition from both marketing educators and industry professionals.

Prentice Hall, one of the nation’s leading educational publishers, will feature the print campaign in a marketing text book, Marketing: Real People, Real Choices, demonstrating the effectiveness of a strong marketing message.

US Ad Review, a quarterly publication of the most interesting advertising in the U.S., will recognize the campaign in its September issue as the most visually creative ad in the food/beverage category.

Consider what expanding with multiple sizes and displays can do for increasing your sales. Check your display space and quantity to maximize selling opportunities.