Marketing in the News

Perfect timing has been a big part of my life recently and it happens that for this blog post the timing was spot on. As I was looking through a website for a marketing issue to write about I came across one about avocados. I just tried an avocado for the first time about 2 months ago and it has become something I eat on a daily basis. So, the biggest reason I chose this article is because of my love for avocados. What really stuck out to me at the start was the image that they added. I never thought that such a simple food would have a unique way of presenting it to consumers.

Before taking this class I didn’t know about all the details that go into marketing or branding products. What I did know is that leading up to the yearly Super Bowl and during it there are a lot of hot products that get seen by millions. The article explains how avocados from Mexico also known as AFM have taken a different approach in their marketing strategy this year. AFM broke a 6-year advertising streak involving the Super Bowl this past year. Taking a gap year helped them reconsider how they were going about their business. One of the biggest additions to this year's marketing strategy is to include a shop that is selling a clothing line that involves the unique color of the inside of a freshly ripe avocado. Not only that, but they plan to involve Drew Brees in a “House of Goodness” experience. This experience will involve meeting Drew Brees in a home that involves avocado recipes and an area where you can actually buy avocados from Mexico. Drew Brees being an old star quarterback in the NFL demonstrates that the target audience would be family oriented in a way where men and their families have a dish that they could make for get togethers, especially watch parties. The value proposition being that they want avocado lovers to know that they can be a part of our lives everyday and will keep working to provide all year round.


The biggest issue that they seem to have is how they took a year off from being a super bowl ad. The super bowl is the biggest platform to promote anything on and that could hit a company differently if they are not able to use it as what would seem to be their biggest ad of the year. The fact that they took the year off might spark viewers even more. They are known to have provided ads involving humor and creativity during the super bowl in the past so I feel that this might be a good thing for the company to put out that “They’re Back”.


The new marketing technique that they are displaying seems to be a very good approach. A technique that entails not only the taste of avocados but the color which will catch even more attention from people who have interest in that. Any technique that involves superstars seems to have a good approach to it, especially this one being a football star. As many know, fruits grow during certain seasons in the United States. The big difference that stands out involving avocados from Mexico is that they are grown year round. I think the only thing that I would add into this campaign would be how they are really grown all year in Mexico. It is basically the thing that puts them a step ahead of all competitors.






https://www.marketingdive.com/news/avocados-from-mexico-fuses-branding-performance-marketing-for-super-bowl-r/616976/



https://avocadosfrommexico.com/