Supermarket Perimeter - May 2023 - 74
Produce: Brand marketing
The Super
Bowl - and a
lot more
From its inception, Avocados From Mexico wanted to
become the first produce brand with a CPG mentality,
said Alvaro Luque, the group's CEO and president.
" And we're doing it. We started with a 20% consumer
brand preference in 2013, and now we are by far the
preferred brand of avocados in the country. "
AFM's function has always been two-fold, Luque
added: accelerating avocado demand in the US while
building a brand for Mexican avocados.
" That's been in our playbook since day one, and that's
how much we believe in branding. Good branding
creates meaning and emotions in consumers'
minds, and that translates into good value if it's well
developed. That's what we want. "
Because potatoes and Idaho potatoes in particular are so ubiquitous
in Americans' lives, the Idaho brand is always appealing to all
demographics at once. Having such a wide audience is obviously a
blessing, but it can be a curse, too, Johnson said.
" It's a blessing in that everyone can associate with it, but it's a curse
because normally when you're doing a marketing campaign, you target
a specific demographic you're going after. How we do we appeal to the
masses, teenagers to older people? "
The brand messaging, however, is consistent. IPC wants consumers
to recognize that the best potatoes in the world come from Idaho.
One of the ways the commission enforces that message with its
grocery retail partners is by sending in its industry veterans to stores to
analyze category management and that retailer's particular needs.
These IPC field managers are already experts in their fields. Add to
that a partnership with Nielsen, with provides them with the latest data
to show retailers where they can promote here, adjust price there and a
host of other improvements they can make to their departments.
One thing retailers typically realize pretty quickly, Johnson said, is
that because of the strength of the Idaho brand, they can often charge
for fresh Idaho product in the produce department.
" Every retailer has their own point of differentiation in their market, "
Johnson said. " We try to work with that. For some, if they're focused on
price, they may not be the best fit for us. "
Another way IPC is strengthening the Idaho brand is by strengthening
the product itself. A significant part of the commission's budget
supports research at Idaho universities.
74 - MAY 2023
supermarketperimeter.com
In 2022, AFM rolled out a new initiative that show its
commitment to branding.
Brandformance, as it's called, uses research to pre-test
each creative asset AFM develops to be sure it delivers
in its brand messaging and future purchase intention at
the same time.
In 2015, AFM took on the biggest marketing stage in
the US - the Super Bowl.
Eight Super Bowls later, that effort has generated
close to 62 billion impressions for the AFM brand.
Luque said AFM has one of the best go-to-market
implementations in the industry, which has delivered
multiple partnerships with top CPG brands and placed
hundreds of thousands of additional displays in stores.
Thanks to those efforts, AFM can now leverage
its brand to national partnerships like the one it's
launching with Coca Cola for Cinco de Mayo.
" Not every produce brand can partner with Coke in a
national way like we are. "
Avocados from Mexico
Avocados From
Mexico strives for a
fresh brand " with a
CPG mentality. "
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Supermarket Perimeter - May 2023
Table of Contents for the Digital Edition of Supermarket Perimeter - May 2023
Supermarket Perimeter - May 2023 - Intro
Supermarket Perimeter - May 2023 - FC 1
Supermarket Perimeter - May 2023 - FC 2
Supermarket Perimeter - May 2023 - 1
Supermarket Perimeter - May 2023 - 2
Supermarket Perimeter - May 2023 - 3
Supermarket Perimeter - May 2023 - 4
Supermarket Perimeter - May 2023 - 5
Supermarket Perimeter - May 2023 - 6
Supermarket Perimeter - May 2023 - 7
Supermarket Perimeter - May 2023 - 8
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Supermarket Perimeter - May 2023 - 10
Supermarket Perimeter - May 2023 - 11
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Supermarket Perimeter - May 2023 - 100
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https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2025
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2024
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https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2023
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https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-august-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2022
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https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
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https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
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