food

Avocados From Mexico In Multi-Pronged Cinco De Mayo Push

Avocados From Mexico (AFM) is doing its best to be everywhere for Cinco De Mayo. 

The marketing arm for the fresh fruit is running a television ad, making a national network appearance, and leveraging promotional partnerships with Tabasco, Qdoba, food trucks, and social influencers.

During the week of May 5, AFM is airing a Cinco party-themed 15-second TV spot (below) that underlines its core year-round-availability brand message: “Fresh Avocados From Mexico are there for you all year – especially on Cinco de Mayo.” 

AFM will start May 5 by promoting avocados on “Good Morning America” with a cook-off segment featuring three popular New York City food trucks: Wafels & Dinges, Kimchi Taco Truck and CoolHaus. Later in the day, the food trucks will offer free avocado-inclusive recipes in three Manhattan locations. 

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A “Fiesta Del Fuego” partnership with Tabasco includes a sweepstakes with a $5,000 grand prize. Consumers are being encouraged to enter by creating a recipe using a tool on the AFM site, and posting it on Instagram or Facebook, tagged with #GuacIt, #Contest and @AvocadosFromMexico.

AFM and Tabasco are promoting the sweeps, recipes and savings for buying both products in about 15,000 general market and Hispanic stores across the U.S.

The two brands have also worked with Qdoba Mexican Grill to launch a music platform that lets fans create custom Cinco de Mayo playlists, via Slacker (May 1 through 5). Users can nominate their favorite songs by tweeting them from GuacIt.com/FreeGuac. The selected songs will be added to the playlist and the user’s Twitter handle will be featured on the radio station’s page. (AFM is a supplier for Qdoba’s ongoing offer of “free guac” with its entrées.)

AFM, which has more than 1.3 million followers on Facebook, Twitter and Instagram, says it will also be employing a network of 45,000 brand ambassadors and online influencers, and activities including Twitter parties.

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