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.”
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