Supermarket Perimeter - October 2024 - 12

Always a Good Play
AFM's campaign involves the following components:
Incentives and giveaways: " College football is about
to get even more exciting with the chance to win free
avocados and an all-expense-paid trip to the 2025
College Football Playoff National Championship
Game in Atlanta on Jan. 20. Shoppers can enter for a
chance to win with every purchase from the themed
bins found in stores. "
New, thematic packaging: " Retailers will direct
shoppers' attention to Avocados From Mexico with
bright, themed bins that bring the game day energy.
With 80% of the avocado business based on bulk,
providing consumers with larger bags and bins will
encourage the concept of bulk purchasing. "
Big shopper savings: " When shoppers buy a bag of
Avocados From Mexico, they can receive an instant
$1.50 cash back by uploading a photo of their receipts
via the QR code on in-store displays. The brand is also
giving consumers a national repeat purchase offer, where
fans can get free avocados when they shop for avocados
frequently. Through its bag and bulk options, Avocados
From Mexico hopes to impact shopping behavior during
this season and beyond, incentivizing consumers with
free goods when they purchase in multiples. "
Digital toolkit for stores: " Complete with logos, highresolution
assets, social posts and more, this toolkit
provides retailers with everything they need to reach
consumers online. "
proud that Mexico is the leader in avocado imports October through
December, allowing us to provide a steady supply to meet demand,
even beyond the College Football Playoff. "
" As the first produce brand to advertise in both the Big Game and
the College Football Playoff, we are proud to have built such close ties
to the game of football, " said Alvaro Luque, AFM president and CEO.
" It's a sport that brings people together - and there's no better feeling
than rooting for your favorite team over a freshly-prepared bowl of
guacamole. We know that our brand plays a big role in making football
season extra special and aim to continuously find innovative ways to
show shoppers how they can make their game day one to remember. "
Making the most of 'shopper missions'
Scott Heyer, senior product marketing manager of space and
assortment at Helsinki-based RELEX Solutions, shared how to anticipate
" shopper missions " when merchandising holiday-themed products.
" Each store with unique floor plans and display areas has specific
locations where holiday-themed products won't just sell - they'll drive
sales for other products in the assortment, " Heyer said. " Many shoppers
visit stores with a specific goal, what retailers often call a 'shopper
mission.' Because people are so responsive to visual cues, presenting
additional items related to seasonal shopper missions can prove quite
effective at increasing basket size and driving additional sales. "
Super Bowl spending
The National Retail Federation (NRF) 2024 Super Bowl Spending Survey, conducted by Prosper Insights & Analytics, found that
77% of consumers surveyed were watching the 2024 Super Bowl. This was a 2% increase from 2023 and the highest turnout since
2016 (77%). Out of the five spending categories, food/beverage has been at 77-82% since 2014, while the next highest category,
team merch, was only 8-13% throughout the same time period. The expected per person spending average for consumers watching
the game was $86.04, a slight increase from 2023 ($85.36), after a jump back up from 2022 ($78.92) and 2021 ($74.55). Total
Super Bowl expected spending in 2024 was $17.3 billion, following a steady upward trend after a dip in 2021 ($13.9 billion).
12 - OCTOBER 2024
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pisut, Bert Folsom - stock.adobe.com

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Supermarket Perimeter - October 2024

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