Avocados from Mexico (APEAM)

To build demand for Avocados from Mexico, Lewis & Neale, a wholly-owned subsidiary of CRT/tanaka, conducted a bilingual (English and Spanish) media campaign that included media presentations and dinners as well as tours of the avocado-growing areas of Mexico. The agency targeted influentials in the culinary community with newsletters, booths at high-end food festivals and a regular television show that airs on 275 PBS stations nationwide.

The print media campaign has generated an estimated 1,100 percent return on investment, and the broadcast media campaign has generated a return on investment of approximately 5,800 percent.

BUILDING DEMAND FOR AVOCADOS FROM MEXICO

Challenge

Lewis & Neale, a wholly-owned subsidiary of CRT/tanaka, was challenged to build demand for Avocados from Mexico by positioning them as the world’s finest avocados.

Solution

The agency crafted an aggressive bilingual (English and Spanish) media campaign using a wide variety of techniques, including: media materials, presentations and dinners; newsletters targeting influentials; media tours of the growing areas in Mexico; and outreach to culinary instructors, chefs, bloggers and food Web sites.

L&N supervised production of a 30-minute show that is currently being aired on 275 PBS stations nationwide over the next five years. The agency produced special restaurant promotions, hosted media dinners and participated in high-end food festivals like the Grand Wine & Food Affair in Houston.

Results

The Avocados from Mexico print media campaign yielded almost 30 million impressions, with an estimated ad value of $680,000 and a return on investment of 1,100 percent. TV coverage included national placements reaching more than 50 million consumers, with a return on investment of 5,800 percent and an ad equivalency value of almost $3 million. L&N’s promotions reached more than 1.5 million additional consumers.