Mexican avocado producers want consumers to think beyond guacamole and are implementing new marketing initiatives to take the fruit from exotic to everyday use.
An advertisement for Mexican avocados during the 2015 Super Bowl imagines the “first ever draft pick”, in which countries around the world choose something to represent them. Australia picks the kangaroo, Botswana chooses a zebra and Mexico selects the avocado.
Airing at the end of the first quarter, the advertisement was for Avocados from Mexico, a US-based group which markets on behalf of the Mexican Hass Avocados Importers’ Association and the Association of Growers and Packers of Avocados From Mexico.
The ad imagines the “first ever draft pick”, in which countries around the world choose something to represent them.
Australia picks the kangaroo, Botswana chooses a zebra and Mexico selects the avocado.
With an estimated 111.5 million pairs of eyes glued to the game between the New England Patriots and the Seattle Seahawks, there’s no doubt plenty of Americans watched the ad.
CEO of Avocados Australia, John Tyas, said it was a bold business decision by their overseas peers.
“It’s a great ad and I’m sure it’ll get plenty of attention,” he said.
“The United States is a massive market, that’s been steadily increasing over the past couple of years, and it’s very important obviously for Mexican suppliers.”
Mr Tyas said his own organisation had attempted to pull off a similar marketing move in years past.
“A few years ago we did have a one-year agreement with the National Rugby League, but it wasn’t something that really took off,” he said.
“We were trying to emulate what they’ve been able to achieve in the US but things are quite different, they’ve got a very strong Hispanic community, so there’s a lot of history that we don’t have.
“So we’ve modified our strategy and broadened it to try and position avocados as a perfect food for entertaining across a whole range of occasions, not just footy finals.”
There is no fresh Mexican fruit available to Australian consumers, with local growers producing avocados year-round for the market.
Mr Tyas said the traditional supply period, between April and September, was bolstered in the past 12 months by record volumes, which were sold at good grower prices.
“In recent years, the southern parts of the country have increased production, particularly the south-west of Western Australia,” he said.
“We’re seeing more demand for avocados generally, the growth is quite phenomenal.”
more recommended stories
The ‘hidden jewel’ of Yucatan that you must visit
Valladolid was named one of the.
New Arrivals on Netflix Mexico in December
December looks great on Netflix. The.
UNAM promotes creation of hummingbird gardens in order to improve ecology
Hummingbirds have a great ecological importance.
Mérida’s soccer team was bought years ago with money from the Sinaloa Cartel
Tirso ‘El Futbolista‘ Martinez Sanchez, a.
Mérida wins national award for “Paseo de las Ánimas”
Due to the maintaince and promotion.
Why Trump Appears When You Google “Idiot”?
Why is Donald Trump dominating Google.
U.S. Secretary of State Mike Pompeo says new Mexican government ‘great’ on immigration
WASHINGTON (Reuters) – On Wednesday December.
Wedding Planners from the United States and Canada fall in love with Yucatan
Because of its cultural, gastronomic, artistic.
Will the Maya Train project put the jaguar population in risk?
Businessman José María Riobóo name was.
Take the new guided tour of Mérida’s Paseo de Montejo!
On December 10, The City of.