AFM Returns with Basketball Season Favorite, Fanwich Program
Avocados From Mexico (AFM), announced their Fanwich program will be launched for the 5th consecutive year, running through March 31.
This year’s Fanwich program is designed to leverage retail excitement around basketball season and expand shopper consumption of avocados and bacon, highlighting the best handheld meals and snacks game day has to offer.
During these game-filled days, consumers’ demand for avocado consumption continues to be strong as basketball fans are looking for solutions to maximize the flavor of their handhelds with recipes perfect for any meal or snack. In fact, handhelds are the 3rd largest usage occasion1 for avocado consumption and toppings are 3rd most important after meat and bread.2
“As basketball season ramps up, basketball fans are in search of game day meals and snacks they can savor – like sandwiches, wraps, and sliders made with Smithfield® Bacon and topped off with fresh Avocados From Mexico,” said Stephanie Bazan, Sr. Director, Market Development at Avocados From Mexico. “Through our dynamic partnership with Smithfield® Bacon, Avocados From Mexico will inspire shoppers to satisfy their game day cravings and plus up their sports watching experience with flavorful handhelds fit for any time of day.”
Fanwich is designed to support AFM’s established shopper communications platform, Savor Every Moment, helping increase basket size while engaging and reminding consumers how the addition of fresh avocados can turn every meal and every occasion into moments they can savor.
“Retailers are highly engaged in activating in-store promotions during basketball championship season,” said Maggie Bezart-Hall, Vice President, Trade & Promotion. “Avocados From Mexico has developed a 360 shopper campaign for our nationally-integrated Fanwich program to seamlessly tie-in to retailers existing seasonal basketball-themed programs, boost basket-ring, and continue to drive the consumption of avocados.”
This year’s Fanwich program will be promoted through a variety of marketing efforts, including dynamic in-store displays, consumer savings, digital support, an engaging consumer sweepstakes and a retailer contest.
Program bins will also include messaging from the “Ready When You’re Ready” education program, which focuses on selecting, ripening, preserving and serving techniques, to build confidence and value with consumers.
To build brand awareness and presence, Fanwich will feature News America floor talk and shelf talk elements, in addition to in-store radio. Also, bins will display a coupon tear pad offering consumers a savings of $2 when they purchase two Avocados From Mexico and one Smithfield® Bacon product. The campaign continues online with paid social posts as well as a landing page highlighting shoppable handheld recipes at SavorMoment.com.
Taking efforts a step further, Avocados From Mexico is sponsoring a consumer sweepstakes where consumers can play a basketball-themed game online to enter weekly for a chance to win a one-year supply of Smithfield® Bacon and Avocados From Mexico, plus a chance to win the grand prize, a 75″ 4K Smart TV. Full official rules and entry details can be found at SavorMoment.com. The sweepstakes ends 4/12/19 at 11:59 p.m. CST.
For retailers, AFM will also be hosting its Annual National Retail Display Contest. Retailers can win by creating a Fanwich display with at least three pieces of AFM Fanwich POS or display items. Twenty retailers will be awarded for their masterpieces with a prize pack valued at $2,000. Prize packs could include the following: Instapot, tablet, smartwatch, fitness tracker, headphones, speakers, video game system, gift cards for special events, travel, dining & more. Retailers can enter by March 30, 2019, by simply submitting photographs of their display at Fanwich.com/Retail.
SOURCE: Avocados From Mexico