Mission Produce’s Emeralds in the End Zone Campaign is Back
OXNARD, CA - Down, set, avocado! Mission Produce is once again implementing a game-winning play by bringing back its Emeralds in the End Zone campaign. With the goal—sports pun intended—of creating endless opportunities for retailers to increase their bottom lines during the peak of football season, the Emeralds in the End Zone retail program focuses on promoting Emeralds in the Rough—two- or three-pound bags of grade 2, beautifully blemished avocado—as the perfect party size pack and bulk ripe fruit.
“The market is experiencing sizable volumes of grade 2 avocados providing plenty of product to take advantage of competitive pricing for Emeralds in the Rough. There is no better time to advertise this winning game day party pack than during the weeks preceding The Big Game,” said Sr. Director of Business Development Patrick Cortes.
The Emeralds in the End Zone campaign kicks into high gear around the same time that the college bowl season is underway and the pro football playoffs begin—two events that tend to create shopping frenzies at the retail level. As a result, Mission Produce is throwing retailers an easy pass so that the winning play is as simple as capitalizing on the high volume of grade 2 avocados and increased avocado demand by carrying Mission Produce’s Emeralds in the Rough.
“By promoting Emeralds in the Rough now, retailers can benefit from incremental lifts and maximize profits while also appealing to value shoppers who are indifferent toward the fruit’s outward appearance. The rough-around-the-edges grade 2 avocados are as tastefully delicious as the grade 1 fruit but priced at an average lower cost,” added Cortes.
According to a press release, the campaign begins two weeks before The Big Game with retailers promoting Emeralds in the Rough as the perfect party size pack, then switching to bulk ripe fruit the week before for those last-minute shoppers. One way retailers can accomplish this is by using Mission Produce’s eye-catching Emeralds in the End Zone point-of-sale material.
“In addition to this, retailers will make it to the end zone by using smart merchandising and incorporating the Emeralds in the End Zone campaign into their advertisement efforts,” said Director of Marketing Denise Junqueiro. “Emeralds in the Rough avocados might look like hard-nose middle linebackers, but they’re buttery, smooth, and a cost-effective way for consumers to secure that game day guacamole. Our Emeralds in the End Zone campaign speaks to shoppers and we know that this promotion will have them ‘running back’ for more.”
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