As Avocados From Mexico expanded its presence in Canada, the brand faced the challenge of increasing visibility and driving preference in a competitive fresh produce category where consumers are saturated with content and retailer expectations continue to rise.
Attention was fragmented across digital platforms, influencer ecosystems, and in store environments, while price sensitivity and shifting shopping behaviors added further pressure.
The Association of Avocado Exporting Producers and Packers of Mexico (APEAM) needed a fully integrated strategy capable of strengthening its position with Canadian consumers and increasing relevance across the entire retail landscape. The brand had to engage audiences at every step of the journey through digital storytelling, influencer content, media visibility, and daily inspiration, while also delivering strong impact at point of sale and maintaining leadership with major national retailers.
To stay top of mind, APEAM required an ecosystem where consumer communications, earned media, social engagement, shopper marketing, and trade activities worked together to create continuous momentum and a consistent brand experience across Canada.
We built a 360 strategy grounded in Canadian consumer insights and aligned with retailer needs. The creative direction focused on freshness, versatility, and everyday inspiration, ensuring relevance throughout the year. The approach connected digital storytelling, influencer partnerships, media amplification, in store visibility, and B2B engagement into one cohesive ecosystem designed for national scale.
We developed bilingual digital storytelling, seasonal contests, and culinary focused content to inspire everyday usage at home. Always on social programming and influencer partnerships allowed the brand to remain visible and culturally relevant, while paid amplification helped extend reach and strengthen credibility.
Influencers across Canada generated ongoing recipe, lifestyle, and occasion based content that anchored the brand in daily consumption habits. Their storytelling helped humanize the brand and provided credible recommendations that supported both awareness and consideration.
A targeted press strategy secured coverage across lifestyle, food, health, and mainstream outlets. Large scale PR efforts delivered strong nationwide visibility and highlighted the brand’s leadership in the avocado category.
To increase conversion at point of sale, we activated more than a thousand stores with permanent displays, bilingual packaging, co branded initiatives, and high visibility seasonal programs. A customized food cart and tasting experiences helped educate shoppers and simplify purchase decisions.
Peak consumption moments such as the Big Game were amplified through integrated campaigns combining digital, social, PR, and in store elements. These synchronized activations strengthened memorability and increased household penetration.
To reinforce leadership with retailers and industry stakeholders, APEAM participated in high value B2B initiatives including category events, trade shows, targeted industry media content, and direct engagement with buyers and decision makers. These actions supported long term relationships and reinforced APEAM’s role as a trusted category partner.
