Mission Produce Launches “Summer Fridays” Marketing Campaign With Inspirational Avocado Ideas; Denise Junqueiro Comments
OXNARD, CA - Amongst beautiful lakes and ocean beaches, the produce department is a top destination this summer. To make the most of the season, Mission Produce has officially kicked off its second annual Summer Fridays multi-month marketing campaign, sharing creative recipes for any avocado lover and inspiring shoppers to take part in the fun.
“Fun is one of our core values at Mission Produce, so we’re using what we know best, avocados, to inspire fun moments with Summer Fridays,” said Denise Junqueiro, Senior Director of Marketing and Communications. “This summer, 81 percent of consumers report that they plan to return to gathering with family and friends, 68 percent plan to eat out, and 56 percent are planning to travel again. Our campaign was strategically designed to embrace these gatherings through our influencer activation and engage with those eating out through our partnership with Avocaderia during these summer months.”
According to a press release, Summer Fridays is in direct response to Avocado Intel, Mission’s in-house consumer intelligence data findings, which revealed 58 percent of consumers plan to purchase more avocados this summer than they did earlier this year. The avocado maven will be driving traffic to the produce aisle all season long through partnerships and giveaways with lifestyle, travel, and food influencers and an online promotional deal with Avocaderia, an avocado bar in New York City.
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The unique promotion with Avocaderia incentivizes consumers to indulge in their favorite avocado dishes like guacamole and salads. The online special will be offered every Friday through the end of August, in partnership with Nasdaq, to capitalize on the increase in avocado consumption sparked by more consumer gatherings. In addition, the avocado bar will post fun moments on its social media, blog, and newsletter, as well as through a joint Instagram giveaway.
“The versatility of the avocado makes it an easy addition to many, if not all, of the activities consumers are looking forward to this summer,” added Junqueiro. “Our data shows consumers are planning to eat a lot of avocados, so we’re here as the global leader in the business to inspire the best avocado experience.”
Mission has also partnered with influencers from across the nation to post on Fridays throughout the summer with innovative lifestyle content, recipes, and avocado how-to’s, offering inspiration to consumers looking to enjoy more avocados.
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