Where health-conscious eaters used to steer away from this fruit (yes – avocado is a fruit, not a vegetable), it seems that Americans now can’t get enough of them. In the past year, domestic avocado sales skyrocketed to 1.3 billion pounds - a 16% increase, according to the Hass Avocado Board. This is partially due to the more than 75 new products made with avocado have been introduced over the past five years. Grocery store products, restaurant menus and chain markets have all jumped on the trend. Whether it’s a side of guacamole, a topping on your sandwich, or the center of a vegetarian entrée – avocados are now a low cost, healthy and tasty indulgence.
With 85% of its calories coming from fat, it’s no wonder the avocado was nicknamed the “butter-fruit.” In recent years, researchers have put the high-fat myth to rest, uncovering an important difference between the fat content of avocados (monounsaturated fats), and the fat content of, say, a bag of potato chips. Avocados boost your metabolism, offer more than 20 different nutrients, help fight cancer and osteoporosis, and improve heart health, memory, weight-loss and anti-aging.
Using this new evidence, The California Avocado Commission (CAC) organized a marketing campaign that included a combination of radio spots, outdoor and online banner ads, trade commissions, print ads, point-of-sale support and coupon programs, resulting in 33 million consumer impressions.
A follow-up survey revealed that the primary motivation to purchase avocados came as a result of its versatility as an ingredient and use in conjunction with other foods. From here, CAC modified their campaign to include promotions that focused on educating the consumer on how to use and prepare avocados at home.
Avocado products were co-promoted with related ingredients like chips, lime and salads – for example, CAC teamed up with ReadyPac Salad to co-promote avocados and fresh cut salads, via radio spots and coupons. Adhering to the consumer trend of authenticity, they also began to coordinate promotions with domestic avocado growers around peak harvest periods.
These awareness campaigns successfully established public interest in avocados and its newly discovered health advantages. Results demonstrated a significant increase in consumers’ understanding of the health benefits of eating avocados.
Subway’s Avocado Sandwich
Earlier this year, Subway jumped on the avocado band wagon, nudging other fast food chains to follow suit and include the vitamin- and mineral-packed fruit on their menus. To promote the launch of its avocado spread, Subway created an ad campaign featuring Olympic athletes Michael Phelps and Apolo Ohno, juggling avocados. Subway also launched a “Grab the Green” campaign, promoting avocados alongside the summer flick, The Green Lantern.
Their social media campaign included a Subway Avocado and Green Lantern promotion party, hosted on Twitter. For one hour, The Clever Girls Collective discussed the health benefits of avocados, as well as the Green Lantern movie, and Twitter followers’ superpower wish lists.
The avocado option was initially a limited-time offer, but after seeing all-time sales records during its first week, franchises may decide to keep avocados as a permanent topping.
Around the same time that Subway released its avocado spread, Frito-Lay launched three different flavors of dip seasonings, including “Freshly Made Guacamole,” a seasoning mix added to fresh avocados, catered to those who need a quick and easy recipe to wow their guests.
It’s rare that a fruit or vegetable ingredient takes the food industry by storm, but the amazing avocado has done just that, supported by a strong awareness campaign and a healthy eating trend.
Avocado's are truly good to our health.
Posted by: crazy over coupons | August 24, 2011 at 03:09 AM