The Peruvian Avocado Commission recently launched a combination of trade and consumer marketing programs to support the largest Peruvian avocado crop ever exported to the United States.

Over 130 million pounds of Avocados from Peru are projected to arrive in the United States during the summer months of June to September — an increase of 120 percent over 2013.

"Peru is the leading supplier of avocados in Europe," Enrique Camet , chairman of the Peruvian Avocado Commission, said in a press release. "The U.S. is an equally important market for Peru, and this year's crop marks the beginning of a much larger long-term presence for Peru in the U.S. Demand for avocados is at its peak during the summer, and we want retailers and consumers to know that this nutritious 'superfood' is in stores and ready to enjoy."

In the press release, PAC said it is the first and only avocado organization under the federal promotion program for Hass avocados to receive permission from the U.S. Department of Agriculture to use the term "Superfood Nutrition" in its marketing materials.

"Superfoods like avocados from Peru are nutritionally dense, provide 20 vitamins, minerals and other important nutrients, and are cholesterol-free," Bruce Dowhan, vice chairman of the commission, added in the press release.

To support this year's record crop, Avocados from Peru will be launching its first integrated, national marketing campaign.

"The campaign is also designed to create a new type of media experience for the avocado category," Xavier Equihua, chief executive officer of the commission, said in the press release. "As the demand for avocados increases in the U.S., we want to make sure consumers choose avocados from Peru."

The retail-driven marketing program, which was set to roll out in early June, consists of the following: a global branding platform, an exciting and informative new website, new radio and online commercials, dramatic outdoor billboards, multi-channel social media engagement, the Most Monumental Avocado Recipe Contest, beautiful point-of-sale displays and trade advertising.

Global branding platform

Taking a cue from leading global brands, Peru has established a uniform brand image and messaging platform that will first be introduced in the United States and then rolled out in Europe and Asia. The brand platform includes a modified slogan, "Monumental Flavor," and consistent brand imagery in its new global website, advertising and point-of-sale materials. Key branding elements have already been translated for use in Peru, the United Kingdom, Spain, France and Germany.

Exciting and informative new website

To support its biggest season ever, PAC completely redesigned its website, AvocadosfromPeru.com, to become the "go to" site for everything avocado related. Features include:

• A contemporary interactive "long scroll" design that captures the flavors and rich cultural heritage of Peru as well as their modern growing practices.
• Mobile-ready access, a responsive design that automatically adjusts to the screen size on smart phones and tablets.
• Dedicated Retailer section with valuable merchandising information and a menu of customized marketing tactics.
• Consumer-focused sections that feature nutrition information, delicious recipes and beautiful photography.

New radio and online commercials

Beginning mid-June through September, radio spots will run in key markets in the Northeast and in several Western regions. The 30-second spots promote Peru's fertile farmland and the fruit's impressive nutritional profile. Radio commercials and custom banners will also air online via the Pandora streaming music service. Several retailers will be tagged and in-store demos will be added as appropriate.

Dramatic outdoor billboards

New billboards featuring dramatic photography of Machu Picchu alongside bold photos of Peruvian Avocados are available in key markets to support retailers throughout Peru's season.  

Multi-channel social media engagement

Consumer engagement will be driven by several unique social media events that will take place throughout the summer months. Popular food blogger ambassadors will help increase "likes" and followers on Facebook, Instagram and Pinterest by creating and posting new recipes and photographs, sharing cool avo-tips, announcing contests, and in some instances, giving away cash prizes.  

The Most Monumental Avocado Recipe Contest

Consumers across the country will have a chance to share their favorite avocado recipe and win cash prizes in the first Avocados From Peru Monumental Recipe Contest. The contest, which will be coordinated through Food 52 www.food52.com, will encourage the popular website's devoted foodies from across the country to submit mouth-watering recipes that showcase the versatility, buttery texture and distinct flavor of avocados.

Beautiful POS displays

New, eye-catching point-of-sale materials including bins and reusable plastic crate wraps are available to all retailers. Retailers hosting in-store demos have the option to add customized demo skirts, banners, recipe tear pads and aprons.

Trade advertising

To help keep the trade informed as the season progresses, print and online advertising will appear in various industry media outlets. The campaign will include special full-page front and back covers for key trade publications.