Kevin Hamilton, Senior Director of Marketing for Avocados From Mexico talks with Americus on Marketing Matters to discuss the impact of avocados on the US economy and the value proposition behind avocados. Kevin notes that the Mexican avocado industry adds about $3.2 Billion GDP impact to the US economy, and has added about 19,000 US jobs, with the biggest impact seen in Texas. There are other players in the avocado industry, but the US sees the most avocado imports from Mexico.
To keep those numbers rising, Kevin says that Avocados From Mexico is working to establish value beyond function from a marketing perspective. Through usage techniques (how do you choose an avocado?, how do you cut an avocado?), the promotion of “healthy fats”, and creative and catchy advertisements, Avocados From Mexico is working to penetrate the market beyond their 50% current rate (only one of two households buy avocados). They are also pushing to grow the buyer rate in their heaviest consumers (can we get them to buy just one more avocado per week?)
Kevin ends the segment by talking about this year’s Super Bowl campaign and giving Americus some tips on how to quickly ripen avocados. The Super Bowl spot delivers the message that avocados are always worth it-they are always delicious, they are always in season, and they are always healthy. The script is flipped in this human show, not dog show, touting that humans will do anything for avocados. Kristin Chenoweth stars as a celebrity host in this hilarious spot.
Play that catchy jingle….AVOCADOS FROM MEXICO
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