Avocados from Mexico and Old El Paso partner again for Super Bowl LII

Produce brand Avocados from Mexico and General Mills’ Old El Paso are partnering for the fourth time on promotions ahead of the Super Bowl. The two brands are executing the Guac Nation blogger program to feature avocado-based recipes, as well as dynamic in-store displays, coupons and content on social media to drive engagement and boost avocado sales, according to a press release.

avocados el paso marketing dive screenchow

Guac Nation is a new blogger outreach program for food influencers to share recipes to reach their networks and position the brands as must-buy products on game-day grocery lists. The campaign runs from Jan. 3 to Feb. 4, which is Super Bowl Sunday.

The campaign is activated through ChannelSight, a platform designed to boost ecommerce, to allow customers to access recipes and add AFM and Old El Paso products to their virtual shopping carts for a seamless purchasing journey that aims to drive in-store purchases.

Dive Insight:

As more consumers cut the cord on cable, marketers hoping for a boost from Super Bowl-related marketing are looking beyond static, event-specific marketing campaigns to multi-channel digital strategies and influencer content to lure customers to brick-and-mortar stores and connect with their brand while they’re there.

While Super Bowl ads are traditionally some of the most talked-about marketing campaigns of the year thanks to their steep price tag and the game’s massive viewership, the brand buzz they generate doesn’t always correlate with actual sales increases. Avocados from Mexico, Skittles, T-Mobile and Bai had a significant increase in buzz after last year’s Super Bowl, but there were no major gains in purchase consideration, per data by YouGov BrandIndex in Ad Age.

from Marketing Dive: https://www.marketingdive.com/news/avocados-from-mexico-and-old-el-paso-partner-again-for-super-bowl-lii/514052/

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