Avocados from Mexico Building brand love in a brandless category
Avocados from Mexico wanted to make an emotional connection with customers, a difficult task in the produce category - fruits and vegetables lack colorful packaging or catchy brand names.
Challenging Conventions
Knowing its hard to produce to stand apart at retail, we designed an experiential strategy to create an immersive, branded space beyond the store level. We created a multi-sensory takeover at SXSW. At the core, authentic touch points that 'sparked goodness', the AvoU College Tour that educated students and campus foodservice directors and media events that broke through the Super Bowl clutter (aka, guacamole's big day!).
Outcomes
- Super Bowl adjacent events earned coverage in the NY Times, Fast Company and a host of social media sites.
- SXSW earned 414M media impressions and 1.6B social impressions.
- AvoU College Tour engaged 50K students across 31 markets.
