WASHINGTON, D.C. - Avocados from Peru is kicking off 2 co-marketing campaigns to promote the summer’s grilling season. I talked with Xavier Equihua, CEO of the Peruvian Avocado Commission, who shared with me the details behind the exciting weeks ahead.
The commission has partnered with the Gwaltney Company to promote the wonders of the Avo Dog in 386 Wal-Mart stores on the East Coast. This demo campaign runs from the end of June through the 4th of July weekend to promote the “Monumental Flavor” of avocados from Peru.
“The idea behind the Avo Dog was to create something that wasn’t typical, but took two great grilling and summer favorites and married them together into a delicious dish. Avocado is a great accompaniment to the classic hot dog,” Xavier tells me. “In addition, the Peruvian Avocado Commission is the first and only avocado organization under the Federal promotion program for Hass avocados to receive permission from the USDA to use the term “Superfood Nutrition” in its marketing materials. This is a big deal in terms of promoting Avocados from Peru.”
Another participant in the commission’s large scale demo campaign is Costco. During the 4th of July weekend, Costco’s along the U.S. Northeast will host demos with Avocados from Peru and Kirkland Signature Torta Bread to promote the versatility of both delicious items.
The marketing efforts are part of the Peruvian Avocado Commission’s creation of an international brand platform for all of its markets starting with the launch in the U.S. The commission’s first integrated, national marketing campaign is also designed to create a new type of media experience for the avocado category.
Xavier also serves as the managing director of Federal Strategies Group - an international trade consulting in Washington, D.C. He is a former international trade and economic advisor to the chairman of the Agriculture Committee of the U.S. House of Representatives.
The demos are being complimented with unique radio commercials that allow each individual station to record the message with their own individual nuances.
“While branding and communicating our specific message is important, we also realize that to reach the wider audience base, we need to let different demographics translate our message with their own sense of who they are,” Xavier notes.
Avocados from Peru’s overall marketing campaign will establish the first international uniform brand image and messaging platform for avocados in the category that will first be introduced in the U.S. and then rolled out in Europe and Asia. Peru is the largest supplier of Hass avocados in Europe and is now the third largest supplier of avocados in the U.S. (after Mexico and California) during the peak avocado consumption summer months.
Xavier, thank you for joining me to share the exciting news with the Peruvian Avocado Commission.
Stay tuned as the campaign rolls out!
