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AFM plans ‘Cinco De Licious’ marketing program

Avocados From Mexico is ready to turn this Cinco de Mayo into Cinco De Licious with an exciting national marketing program highlighting all the good taste and good times that avocados have to offer.

As one of the biggest occasions for avocados and guacamole, Cinco de Mayo provides the perfect opportunity to make memories with delicious recipes featuring the always good fruit.

The brand’s Cinco De Licious program — fueled by vibrant in-store displays, consumer savings, digital and social activations — was designed to provide recipe inspiration and meet the growing demand for avocados throughout this time of year. Leading up to the holiday, shoppers spend 1.9 times more on groceries when avocados are in their basket.

In fact, Cinco de Mayo avocado shoppers make 7.6 more trips per year than the average avocado buyer. The Cinco De Licious campaign also features a partnership with Cholula, a leading Mexican hot sauce brand, and will be in-stores nationwide through May 5. Retailers can get the good times rolling by signing up to receive free Cinco De Licious merchandise displays while supplies last.

Consumers will also be able to take their guac to the next level with GuacAImole, a tool that uses multi-modal AI technology to create custom recipes. After uploading a photo of ingredients, AI will deliver an entirely personalized guacamole recipe.

Each recipe will include an ingredient list, step-by-step directions, flavor combinations, food pairings and — new for Cinco — a recommended cocktail pairing.

GuacAImole launched just in time for the Super Bowl earlier this year, and with an elevated user experience and a new Cinco De Licious look, the platform is ready to make Cinco celebrations better with unique recipes made with fresh Avocados From Mexico.

“We’re delighted to be engaging with shoppers through a seamless omnichannel experience as they prepare to celebrate Cinco,” said Stephanie Bazan, senior vice president of commercial strategy and execution at Avocados From Mexico. “This is a top celebrated occasion for avocados, and we’ve seen consumption of the fruit continue to grow over the last six years and a record increase in Mexican avocado imports last year. We know that consumers are looking for recipe inspiration leading up to Cinco, so the Cinco De Licious campaign aims to deliver with engaging in-store programming and an interactive GuacAImole experience to keep fresh Avocados From Mexico top-of-mind.”

The campaign will come to life in several ways, including:

  • Cholula Partnership: Avocados From Mexico is bringing the heat — along with plenty of savings. Customers who buy three avocados with a five-ounce bottle of Cholula and upload a photo of their receipt using the QR code on packaging will receive a reimbursement of $1.50.
  • Retailer Incentives: Thematic packaging provides support catered to individual store needs. From dynamic bins to unique signage, businesses can choose from a variety of colorful displays that will all leave an impact in the produce aisle.
  • Digital/Social Activation: Consumers can use GuacAImole, a tool that uses AI technology, to create personalized guacamole recipes with the ingredients they have. Avocados From Mexico and Cholula will also be sharing recipe inspiration on Instagram, Twitter and Facebook.

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