ALWAYS AMAZING ALL YEAR-ROUND 2020/2021 - Avocados From Mexico
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ALWAYS
AMAZING
ALL YEAR-ROUND
2020/2021
Seize every opportunity with our
strategic seasonal programs!
AvocadosFromMexico.com/Shopper
At Avocados From Mexico, we are changing
the produce dynamic and redefining what it means
to be a valued partner. Our year-round, 360°
programs are designed to help retailers best meet
the ever-increasing demand for avocados
in fresh, new ways.
With our full array of insight-driven promotions
and merchandising opportunities, we can help
you take full advantage of this delicious fruit
to increase basket size, drive conversion
and shape shoppers’ path to purchase.
Knowing the avocado shopper and reaching them
at just the right time, whether it's pre-shop, in-store,
or post-shop; while finding the right partners and
strategic timing can all contribute to that bottom line
—and we can show you how.
AvocadosFromMexico.com/Shopper
2020/2021
National Promotional
Calendar
2020 2021
Aug Sept Oct Nov Dec Jan Feb Mar Apr May June
NATIONAL VOLUME NATIONAL VOLUME NATIONAL VOLUME
INCENTIVE PROGRAM* INCENTIVE PROGRAM* INCENTIVE PROGRAM*
Hispanic Heritage Gameday Cinco de Mayo Savor the
Guac Bowl Guac Nation Taco Tip Off
Summer
Sept 13 – Oct 18 Oct 11 – Dec 27 Jan 4 – Feb 7 Feb 21 – Apr 5 Apr 11 – May 9 May – Jun
BIG GAME NEW
I N S IG HTS
& OPPORTUNITIES
Avocados are a year-round favorite and shoppers are increasingly
demanding more. Through continuous research, we’ve learned the trusted
methods and times to influence our shoppers purchase decision and our
insight-driven programs will help you take full advantage of the demand GAME
DAY
for this delicious, heart healthy fruit. Every key holiday, every in-store
decision, every pre and post-sale opportunity, we’ve studied it and we’re
here to help you grab your slice.
3 4
*See page 29 for details.
INTRODUCING
WHAT'S NEW
CELEBRATE Partnership with Takis ®
AVOCADOS
Biggest football
promotion EVER
AT EVE RY
Avocado University
OCCAS ION !
We know the best avocado opportunities year-round and our programs
can help you drive basket rings when it counts. Making avocados an
easy choice for shoppers can help you take avocados out of the produce
aisle and into baskets. With partnerships that drive cross merchandising,
education initiatives, retailer incentives and health and wellness tools, we
have everything you need to celebrate avocados with your shoppers at
every occasion.
DAY
GAME
5 6
HISPANIC
HISPANIC SEPT 13 – OCT 18, 2020
HERITAGE
HISPANIC
HERITAGE
MONTH
HERITAGE
P
HO
SH
S
PRE-
Hispanic Heritage Month adds some intense flavor
OP
to spice up your sales with our 360° support.
MONTH
P
PO
ST-SHO
IN-STORE ACTIVATION
POTENTIAL PARTNER
SEPT 13 – OCT 18, 2020 UNIQUE
In-Store Date: Sept 13
MERCHANDISING
I N S I G HT S Potential Partner: Takis® Custom partner bin with Takis®
center shelves
& OPPORTUNITIES Order By: July 16, 2020
Proud to honor our own origins, we’re celebrating the many flavors
of Hispanic heritage in partnership with Takis® via custom displays
featuring both Avocados From Mexico and Takis®. Digital and
Results from a Numerator
study showed a basket
social support will boost the program, and shoppers will love DIGITAL ENGAGEMENT
ring increase of more discovering the intense combination of hot chili pepper and lime
than 1.8x when avocados from Takis® Fuego® tortilla chips with creamy, delicious avocados
and Takis® are purchased
together1. all month long.
SOCIAL MEDIA
ACTIVATION
Paid social posts
Landing page with recipe ideas
Build your basket ring with
our custom displays designed
to feature both Avocados
From Mexico and Takis® to
encourage impulse purchases.
EXCITING TRAFFIC DRIVERS
SAVINGS SWEEPSTAKES
SAVE $1.00 off two (2) Shoppers can text for a
Avocados From Mexico chance to WIN PRIZES.
and one (1) Takis® 9.9oz.
Elements TBD. Contact your Regional Director.
Source:
1. Numerator 05/20/2019 to 05/17/2020; Takis® Tortilla chips only during
Avocado grocery shopping trips.
7 8
For bin dimensions, fill capacity and pallet configurations, see page 17. For bin dimensions, fill capacity and pallet configurations, see page 17.
All partners and program elements are subject to change. All partners and program elements are subject to change.
INTRODUCING
GAME
DAY
OUR BIGGEST
SHOPPER PROGRAM
EVER!
GET For the first time ever, Avocados From Mexico
is launching the biggest fall football program
READY
of all time, jam packed with excitement
all season long.
FOR S ME
Fall Football
Celebrity Partnerships!
FOOTBALL!
$150,000 in Cash & Prizes!
Innovative Virtual Gameday
Guac Bowl Experience!
This football season, Avocados From Mexico will help you gameplan
for shoppers like never before! Get ready for an awesome celebrity
partnership, dynamic displays and amazing activations that will keep
shoppers engaged and buying avocados all season. Watching football
at home should always include a bowl of delicious guac and chips! So
get ready for some football, and the blitz of avocado shoppers, with AFM!
DAY
GAME
FOUR FULL MONTHS of exciting activations,
from Fall Football through the Big Game!
9
All partners and program elements are subject to change.
First
Time FALL OCT 11 – DEC 27, 2020
Ever! FOOTBALL
P
HO
FALL
DAY
GAME
SH
S
Take advantage of our 360° support with Gameday
PRE-
DAY
OP
GAME
Guac Bowl, to help boost sales throughout the entire
football season.
FOOTBALL
P
PO
ST-SHO
IN-STORE ACTIVATION
STRONG
I N S I G HT S OCT 11 – DEC 27, 2020
MERCHANDISING
& OPPORTUNITIES In-Store Date: Oct 11 Nation
Order By: Aug 11, 2020
Small bin with
Volum al
die-cut header
Incent e
Custom football-shaped Prograive
m
small bin
To kick off the football season, Avocados From Mexico will
partner with soon-to-be-announced football celebrities, inspiring Pallet bin with 3D die-cut header
Close to 40% of shoppers
shoppers to Make Every Game a Bowl Game! Shoppers will have
consume avocados
or guacamole during the chance to win $150,000 and other amazing prizes. In addition
football occasions.1 to our social, digital and PR efforts, we'll support the program
with a custom dress-up kit including football-shaped small bins, DIGITAL ENGAGEMENT
small bins with die-cut headers and pallet bins with 3D headers.
Inspire more spontaneous
purchases with our
attention-getting, football-
SOCIAL MEDIA VIRTUAL GAMEDAY
themed displays. Our
Geo-target specific store lists ACTIVATION GUAC BOWL
custom pallet bin also Drive traffic to stores and push Paid social posts Interactive digital experience
offers added convenience, engagement during pre-shop
allowing you to display all Landing page with recipe ideas On-going shopper engagement
the ingredients you need
to make great guac.
EXCITING TRAFFIC DRIVERS
Stay t
for celeuned
partne brity
rsh
reveal! ip
SAVINGS PR SUPPORT SWEEPSTAKES
Digital coupon offer Shoppers scan
QR code for a chance to
SAVE $.75 when you buy three (3) CELEBRITY WIN $150,000 and other
Elements TBD. Contact your Regional Director. Avocados From Mexico INTEGRATION amazing prizes
Source 1: AFM Demand Landscape Study 2018. Proprietary and Confidential
11 12
For bin dimensions, fill capacity and pallet configurations, see pages 17-18. For bin dimensions, fill capacity and pallet configurations, see pages 17-18.
All program elements are subject to change. All program elements are subject to change.
BIG JAN 4 – FEB 7, 2021
GAME
P
HO
BIG GAME
SH
S
PRE-
OP
Get in the game early and finish strong with
our 360° support to score big basket rings.
P
PO
ST-SHO
JAN 4 – FEB 7, 2021
In-Store Date: Jan 18
IN-STORE ACTIVATION
Potential Partner: BUD LIGHT®
POTENTIAL PARTNER Order By: Nov 2, 2020
STRONG
I N S I G HT S To carry the football momentum through to the Big Game,
MERCHANDISING
& OPPORTUNITIES Avocados From Mexico is partnering with BUD LIGHT® for
Custom Endzone partner
bin with die-cut header
our Guac Nation program. The sweepstakes grand prize will be
Pallet bin with 3D
$100,000 with even more amazing prizes and we’ll step up our die-cut header
in-store presence as well, with more exciting custom displays.
We’ll also increase our social, digital and PR efforts
Avocado shoppers have a
7% higher average basket for additional support.
spend during the week
leading into 2020 Big Game DIGITAL ENGAGEMENT
than average shoppers.1
SOCIAL MEDIA VIRTUAL GAMEDAY
ACTIVATION GUAC BOWL
Avocado grocery shopping
trips are more valuable Paid social posts Interactive digital experience
with BUD LIGHT®! $77.75 total
Landing page with recipe ideas On-going shopper engagement
average grocery basket
spend with avocados vs.
$116.62 average grocery
basket spend with avocados
and BUD LIGHT®.2
EXCITING TRAFFIC DRIVERS
SWEEPSTAKES
The key is setting up 10 CONSUMER Shoppers scan QR code
days before the event to SAVINGS for a chance to WIN $100,000
make sure you capture all Elements TBD. Contact your Regional Director.
and other amazing prizes.
the Big Game sales.
© 2020 Anheuser-Busch, Bud Light® Beer, St. Louis, MO
*VALID STATES: AK, AZ, CA, CO, DC, DE, FL, GA, IA, ID, IL, KS, MD, MI, MS, MT, NE, NH, NV, NY, OH, OK, OR, SD, TN, VA, VT, WA, WI, WY
**VALID STATES: AL, AR, CT, HI, KY, MA ME, MN, MO, NC, ND, NJ, PA, RI, SC, UT, WV © 2020 Anheuser-Busch, Bud Light® Beer, St. Louis, MO
Sources: *VALID STATES: AK, AZ, CA, CO, DC, DE, FL, GA, IA, ID, IL, KS, MD, MI, MS, MT, NE, NH, NV, NY, OH, OK, OR, SD, TN, VA, VT, WA, WI, WY
1. Numerator shopper profile report from 1/24/2020 to 2/2/2020, all channels **VALID STATES: AL, AR, CT, HI, KY, MA ME, MN, MO, NC, ND, NJ, PA, RI, SC, UT, WV
2. Numerator Insights Basket Affinity Report for latest 52wks thru 5.20.2020
13 14
For bin dimensions, fill capacity and pallet configurations, see page 18. For bin dimensions, fill capacity and pallet configurations, see page 18.
All partners and program elements are subject to change. All partners and program elements are subject to change.
COLLEGE FEB 21 – APR 5, 2021
BASKETBALL
CHAMPIONSHIPS
COLLEGE HO
P
BASKETBALL
SH
S
PRE-
Taco Tip Off offers the full court advantage with our
OP
360° support to help boost your avocado sales.
CHAMPIONSHIPS
P
PO
ST-SHO
IN-STORE ACTIVATION
FEB 21 – APR 5, 2021
POTENTIAL PARTNER In-Store Date: Mar 1, 2021
Potential Partner: Mission® EYE-CATCHING
Order By: Jan 6, 2021 MERCHANDISING
I N S I G HT S Small bin with header
& OPPORTUNITIES Extra-large bin with header
Avocados From Mexico is teaming up with Mission® Tortillas for
a dream-team partnership that will be a slam dunk for March
sales. We’ll create in-store bins where they can grab all their
taco fixin’s. We’ll boost shopper engagement with social and
DID YOU KNOW? digital efforts, including a text-to-win sweeps.
Avocado grocery shopping
trips are more valuable with
DIGITAL ENGAGEMENT
tortillas! $55.56 total average
grocery basket spend with
avocados vs. $94.02 average
grocery basket spend with
avocados and Mission brand
tortillas (pitas, taco shells
and wraps).1 SOCIAL MEDIA
ACTIVATION
Paid social posts
Landing page with recipe ideas
Average avocado basket
rings are 1.7x greater with
Mission brand tortillas (pitas,
taco shells and wraps).2
EXCITING TRAFFIC DRIVERS
Take advantage of Taco
Tip Off merchandising, Elements TBD. Contact your Regional Director. CONSUMER SWEEPSTAKES
bringing instant attention to SAVINGS Shoppers can
avocados. As they’re adding TEXT FOR A CHANCE
tortillas to their basket, ON-PACK IRC TO WIN PRIZES.
they’ll pick up avocados
at the same time.
Sources:
1, 2. Numerator 05/20/2019 to 05/17/2020; Mission brand tortillas includes tortillas,
©2020 Gruma Corporation. pitas, taco shells, wraps; Avocados shopping trips. ©2020 Gruma Corporation.
15 16
For bin dimensions, fill capacity and pallet configurations, see pages 17-18. For bin dimensions, fill capacity and pallet configurations, see pages 17-18.
All partners and program elements are subject to change. All partners and program elements are subject to change.
DISPLAY
DISPLAY DIMENSIONS
DIMENSIONS
CUSTOM PARTNER BIN PALLET BIN WITH 3D DIE-CUT HEADER
Promotion: Hispanic Heritage Month Promotion: Gameday Guac Bowl and Guac Nation
Assembled Dimensions* Pallet Configuration* Assembled Dimensions* Pallet Configuration*
• 36"L x 15"W x 30"H • 41 kits on 51.25"L x 40"W x 70.625"H • 48"L x 40"W x 30"H • 13 kits on 55"L x 40"W x 66.75"H
• 36"L x 15"W x 40"H with header • 42 layers per pallet • 48"L x 40"W x 48"H with header • 13 layers per pallet
• 1 kit per layer • 1 kit per layer
Fill Capacity Fill Capacity
• 3 – 4 —
48ct. cases per bin Kit Outside Dimensions* • 5 – 7 — 48ct. cases Kit Outside Dimensions*
• 56 — 9.9oz. bags of Takis® • 51.25"L x 38.25"W x 1.5625"H • 55"L x 35.75"W x 4.75"H
per display
SMALL BIN WITH HEADER CUSTOM ENDZONE PARTNER BIN
Promotion: Gameday Guac Bowl, Guac Nation, Taco Tip Off WITH DIE-CUT HEADER
Assembled Dimensions* Pallet Configuration* Promotion: Guac Nation
• 21"L x 14.125"W x 30"H • 51 kits on 48"L x 40"W x 71.938"H Assembled Dimensions* Pallet Configuration*
• 21"L x 14.125"W x 40"H with header • 51 layers per pallet • 56"L x 19.5"W x 30"H • 41 kits on 48"L x 40"W x 69"H
• 1 kit per layer • 56"L x 19.5"W x 40"H with header • 41 layers per pallet
Fill Capacity
• 2 – 3 — 48ct. cases Kit Outside Dimensions* • 1 kit per layer
Fill Capacity
• 36.125"L x 35.375"W x 1.3125"H • 2 – 4 — 48ct. cases Kit Outside Dimensions*
• 51.25"L x 38.25"W x 1.5625"H
CUSTOM FOOTBALL-SHAPED SMALL BIN EXTRA-LARGE BIN
Promotion: Gameday Guac Bowl Promotion: Taco Tip Off
Assembled Dimensions* Pallet Configuration* Assembled Dimensions* Pallet Configuration*
• 16.5"L x 23.25"W x 33"H • 51 kits on 48"L x 40"W x 71.938"H • 47.5"L x 15.0625"W x 30"H • 34 kits on
• 51 layers per pallet • 47.5"L x 15.0625"W x 42"H 48.063"L x 39.3125"W x 64.5"H
Fill Capacity
• 1 kit per layer with header • 34 layers per pallet
• 2 – 3 — 48ct. cases
• 1 kit per layer
Kit Outside Dimensions* Fill Capacity
• 36.125"L x 35.375"W x 1.3125"H • 4 – 6 — 48ct. cases per bin Kit Outside Dimensions*
• 48.065"L x 39.3125"W x 1.75"H
17 18
*Estimated Dimensions *Estimated DimensionsPORTABLE
PORTABLE DISPLAYS
DISPLAYS
ECO-FRIENDLY DISPLAY STAND FARMERS MARKET STACKING TRAYS
21"L x 17.5"W x 60.5"H* (with header) 17.75"L x 15.5"W x 6.125"H* (single tray dimensions)
Fill Capacity: 18 — 8ct. bags of avocados Fill Capacity: 1 — 48ct. case (per tray)
15 kits per pallet 24 kits per pallet
• Innovative display made from 100% recyclable • Innovative display made from 100% recyclable corrugated material
corrugated material and EcoSmart certified ink and EcoSmart certified ink
• D
isplay will last up to one year based on normal • Shipper includes 10-pack of stacking trays
in-store treatment • Easy to assemble
• M
oisture-resistant laminated board, made to • Stackable trays can be configured in any needed footprint in-store
perform at retail
• Locking tabs ensure a tight fit and add to a stacking strength
• T
aller bottom shelf for complementary items:
chips, taco shells or beverages • Excellent product visibility
• Holds 4 – 5 — 48ct. cases of avocados • Easy to shop and restock
• Ships flat
• Optional plastic bag holder
(packaged and shipped separately)
Pallet Layout
Pallet Layout
74.375 63.5
48
40
48
40
19 20
*Estimated Dimensions *Estimated DimensionsPORTABLE PORTABLE
DISPLAYS DISPLAYS
FARMERS MARKET LARGE BIN FARMERS MARKET SMALL BIN
36"L x 15.0625"W x 30"H* 21"L x 15.5"W x 30"H*
Fill Capacity: 3 – 4 — 48ct. cases Fill Capacity: 2 – 3 — 48ct. cases
42 kits per pallet 51 kits per pallet
• Innovative display made from 100% recyclable corrugated material • Innovative display made from 100% recyclable corrugated material
and EcoSmart certified ink and EcoSmart certified ink
• Replicates Farmers Market stacking tray appearance • Replicates Farmers Market stacking tray appearance
• Brand recognition, using same wood grain texture and color as ECO-display • Brand recognition, using same wood grain texture and color as ECO-display
Pallet Layout
Pallet Layout
70.625
71.938
51.250
40
48
40
21 22
*Estimated Dimensions *Estimated DimensionsPORTABLE PORTABLE LEAD TIME NEEDED
FOR PRODUCTION
DISPLAYS DISPLAYS
MOLCAJETE BIN AVOCADO BAG STAND
24"L x 24"W x 32"H* 14"L x 16.5"W x 56"H* (with header)
Fill Capacity: 4 – 5 — 48ct. cases Fill Capacity: 18 — 8ct. bags of avocados
50 kits per pallet 8 kits per pallet
• Innovative display with an eye-catching shape • 2-sided removable header and back graphic panel
• Easy to assemble in just a few minutes to easily switch out marketing campaigns
• Made from 100% recyclable corrugated material • Efficient footprint supports placement in high-traffic
areas to drive impulse sales
• Excellent product visibility
• Lightweight, durable and easy to move
• Easy to shop and restock
• Durable powder coat finish
Pallet Layout Ask your Regional Director for availability!
Pallet Layout
73.750 62.419
48.250 48
40 40
23 24
*Estimated Dimensions *Estimated DimensionsAVOCADO
AVOCADO INTRODUCING UNIVERSITY You'll learn about:
UNIVERSITY
AVOCADO
Blooms, Sizing, Stage
1
of Ripeness
Get YOUR FREE
Avocado Journey
2
UNIVERSITY
to Market
CERTIFICATION!
3 Avocado Merchandising
4 Picking & Avocado Tips
Learn all about Become an avo expert with valuable
knowledge you can apply directly to your
5 Why Avocados From
Mexico
avocados online! business. Since it's all online, you'll be an
Why Partner With
Avocado University graduate in no time at all. 6 Avocados From Mexico
FIRS
progra T
of its k m
ind!
Featuring avocado education
for our produce professionals
Follow our newly developed online education
Avocado University is a free certification program about portal customized for our produce professionals,
Avocados From Mexico and the avocado category and gain access to more materials:
for produce professionals.
X Backroom Posters
Avocado
UNIVERSITY
Get your free certification at: www.AvoEasy.com X Shareable Videos
Coming Soon! X B2B Brochure www.AvoEasy.com
25 26
All program elements are subject to change. All program elements are subject to change.REGISTERED
REGISTERED DIETITIAN
DIETITIAN PROGRAM
PROGRAM
RD e-Newsletters:
Retail Registered Dietitians can sign up
To encourage in-store education, Avocados From Mexico for Avocados From Mexico’s bimonthly RD
supplies retail Registered Dietitians around the country e-newsletters. Inside, they’ll find nutrition
with the tools they need to educate shoppers on the facts, recipes, social assets and avocado
benefits of avocados, which contain good fats, are news — all to help spread avocado
goodness in stores.
nutrient dense and heart healthy.
Barbara Ruhs, MS, RD, LDN Sign-up for Avocados From Mexico
Nutrition@AvocadosFromMexico.com RD e-Newsletters at:
MyAvoNutrition.com
Check out
our 2020-2021
lineup of Health
& Wellness kits:
Fall Health &
Wellness Kit –
Available this Fall
Avo-A-Day Health
& Wellness Kit –
Available Jan 2021
Salads & Dressings Kit
NEW! HEALTH & WELLNESS RETAIL ACTIVATION KITS
Learn more about our new health & wellness kits for key holiday and seasonal time frames.
The kits are available printed or digitally and contain everything needed to create your FOLLOW
own in-store activation: AND TAG
US!
• Recipe Brochures • Retail Activation Guide
• Coupon Tear Pads • POS Signage
@AvosFromMexico
See our health & wellness kits and other helpful resources at MyAvoNutrition.com
@AvocadosFromMexico @AvocadosFromMexico
27 28NATIONAL
VOLUME 2 chances OUR
INCENTIVE to participate! TEAM
PROGRAMS
SUMMER & FALL 2020
Please contact your
Avocados From Mexico Regional Director
for more information!
EARN UP TO $15,000
by participating in AFM's National Volume Incentive Programs. GREAT LAKES,
SOUTH
& NEW YORK
INCENTIVE 1 INCENTIVE 2 INCENTIVE 3
SUMMER PERIOD:
20%
Be one of the
AUG 1 – SEPT 15, 15%
Increase Increase
top two volume
volume by volume by
2020 vs the prior year vs the prior year
growth accounts
and receive a check EAST
and receive and receive a check
Contact your Regional a check for for another for an additional COAST
Director to participate.
$3,000 $2,000 $10,000 WEST COAST
& CENTRAL
INCENTIVE 1 INCENTIVE 2 INCENTIVE 3
FALL PERIOD:
15%
Be one of the
OCT 1 – DEC 10, Increase
volume by 10%
Increase
volume by
top two volume
2020 vs the prior year vs the prior year
growth accounts
and receive a check
Oscar Garcia
and receive and receive a check Regional Trade Marketing Director
Contact your Regional a check for for another for an additional ogarcia@AvocadosFromMexico.com
Director to participate.
Ryan Fukuda
$3,000 $2,000 $10,000 Regional Trade Marketing Director
rfukuda@AvocadosFromMexico.com
HOW TO PARTICIPATE
Erick Coronado Tanya Edwards Anna Kirsch
Regional Trade Marketing Director Regional Key Accounts Director Regional Trade Marketing Director
ecoronado@AvocadosFromMexico.com tedwards@AvocadosFromMexico.com akirsch@AvocadosFromMexico.com
SUMMER: Aug 1 – Sept 15, 2020 | FALL: Oct 1 – Dec 10, 2020
1. Choose a two-week window within the designated time period provided.
2. Inform your Regional Director at least four weeks prior of your selected two-week window if you
intend to participate.
3. At the time of entry, provide your Regional Director with a system-generated report of your prior
year volume for the same two-week window selected.
4. Provide a system-generated report of your volume increase three weeks following the end of
your two-week window.
Stephanie Bazán Alfonso Delgado
All final results due by Oct 15, 2020 (Summer) and Dec 31, 2020 (Fall). Vice President, Trade & Market Development Associate Director, Trade Marketing
sbazan@AvocadosFromMexico.com adelgado@AvocadosFromMexico.com
29 30
Spots are limited, contact your Regional Director to participate. All entrants must sign the AFM promotional agreement form before participating.
Reports provided must be official, "system-generated" documentation (no emails or estimations). Winners will be awarded via check.2020/2021 AvocadosFromMexico.com/Shopper
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