Avocados From Mexico™ has entered a partnership with Takis to launch the marketing campaign, "Guackeepers Keep it Good” in an effort to promote its guac in soccer viewing celebrations.
"What better way to celebrate soccer's biggest event than with the good flavors of AFM and Takis snacks?" Stephanie Bazan, Vice President of Shopper and Trade Marketing for Avocados From Mexico, said. "Our Guackeepers Keep it Good in-store merchandising strategy is designed to excite the soccer-obsessed and spark good times, elevating sales during this priority time period for our brand."
To amplify the promotion, both, the Mexican avocado, and snack company worked to recruit American soccer player Landon Donovan, and former Mexico national team captain Rafael Márquez,
The idea for the collaboration derived from a survey found that selling Takis and avocados together produces an increase in sales by 1.8x baskets.
Both parties hope the viewership figures for this year’s World Games reach massive levels as the 2018 World Games did at 3.5 billion views. The timing of the launch is deemed appropriate as 2022 marks the first year the World Games will take place in the fall, during which AFM sees the majority of its shares.
During this season between 2018 and 2021, the company reported a 9.1% growth in volume sales. “Because Avocados From Mexico bloom year-round in Michoacán and the region sends Hass avocados to the U.S. 365 days a year, they are perfect to bring and enjoy at soccer match viewing parties this fall,” a press release explains.
The companies encourage retailers to request free "Guackeepers Keep It Good" promotional and merchandising materials while offerings last. The program offers discounts through on-pack coupons, a sweepstake offering a trip to any U.S soccer match for one shopper, as well as a cash prize, and social media engagement opportunities, such as a QR code that displays available recipes.
"Watching the world's most intense soccer event wouldn't be complete without the right snacks, which made our decision to partner with Avocados From Mexico the perfect match," Sandra Peregrina, Marketing Director of Salty Snacks for Barcel USA, said. "As our favorite teams get ready to face the intensity of the games, we're excited to invite fans to enter the ultimate Guackeepers sweepstakes and take their winning shot at a once-in-a-lifetime experience."