• by Karlene Lukovitz  @KLmarketdaily, June 16, 2016

The first produce brand to run a Super Bowl ad continues its fearless quest to introduce avocados into heretofore unimagined dayparts and occasions.

The latest from Avocados From Mexico (AFM) is an “Avocado Breakfast Club” that aims to get moms to incorporate the green fruit in their kids’ breakfasts.

The mainly in-store campaign — which will run from July 18 through Aug. 30 to leverage the back-to-school timeframe — will offer easy, nutritious breakfast solutions that include avocados.

The campaign ties in with AFM’s participation in Eat Brighter!, a program commissioned by the Partnership for a Healthier America and run by Sesame Workshop and the Produce Marketing Association, which aims to encourage kids ages 2 through 5 to eat more fruits and vegetables. 

AFM will promote the breakfast club with colorful bins and point-of-sale materials featuring Sesame Street characters. The brand will also run retailer-specific programs including loyalty coupons, ads, demos, display contests and in-store radio, as well as employ digital advertising and social media. 

In addition, registered dieticians at supermarkets will be given digital tools to tie into the program.

AFM President and CEO Alvaro Luque, noting that the breakfast market is expected to grow from $65 billion to $83 billion over the next eight years, said that the campaign represents an opportunity for retailers to appeal to shoppers with more fresh breakfast options.