Mission Produce’s Denise Junqueiro Discusses New “I’m Mission You” Campaign
- by Anne Allen
OXNARD, CA - Although the holidays may look a little different than years past, Mission Produce is still keeping time with the holiday spirit. Its latest campaign, I’m Mission You, spotlights how shoppers can still enlist fresh produce to spread Yuletide cheer. I spoke with Denise Junqueiro, Senior Director of Marketing and Communication, to learn more about this campaign and its partners.
“We just launched this new program, which is through a partnership with Nasdaq. Now that we’re a publicly-traded company, we’ve partnered with Nasdaq on a few things—and this time around, we wanted to do something from a social perspective before the end of the year to bring a little joy and unite people with the ones they miss the most. We worked together to curate this program in a way that hits home and instantly connects with where people are at,” Denise shared. “This year especially, we’ve been trying to bring to consumers little ways that instill joy. And avocados are a great way to hold a celebratory moment, while nourishing yourself and those you love.”
The campaign itself, which includes partners such as Jessica Robertson of Duck Dynasty fame, as well as Dennis Prescott, a Canadian chef and cookbook author, helps to enact Mission’s overall goal of spreading joy. At the heart of the campaign is telling those you love how much you’re missing them, all through the help of Mission avocados.
“We decided to partner with Jessica and Dennis because we thought they had really great characteristics that tied into the campaign. Jessica is all about family and Dennis is about the culinary and foodie experience, and both of them help bring food to life for people,” Denise continued.
Mission’s campaign works to further curate consumer experience within the category and draw them into repeat purchases of avocados. As the category itself continues to bring value to both buy and supply, it’s crucial to continue innovating within the space and make shoppers’ experiences with avocados unique.
So when you’re “mission” those you love, Mission Produce has got your back.
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