Jun 04

Taking Europe by Storm: World Avocado Organization launches major Marketing and Retail Initiative for Europe

Taking Europe by Storm: World Avocado Organization launches major Marketing and Retail Initiative for Europe

  • New brand “Avocado – The Fruit Of Life” launched
  • Multiple partnerships with leading European retailers
  • Spectacular growth in the consumption of avocados in recent years is expected to continue

London, June 2017
Avocados have taken the world by storm, and (the UK/ France/ Germany) has seen a considerable rise in avocado consumption. The EU, including the UK, is one of the fastest growing markets worldwide and already the second-largest consumer market in the world for avocados. This comes as no surprise: avocados are (the UK’s/ France’s/ Germany’s) favourite superfood. They are delicious, versatile, nutritious and easy to prepare.

“(The UK/ France/ Germany) has experienced an avocado craze in recent years and demand for them is growing on a daily basis. In 2016, Europeans ate more than 370,000 tonnes of avocados and by 2017 we expect to see this increase to a whopping 400,000 tonnes. We want to fuel this demand and respond to (UK/ French/ German) consumers’ curiosity to learn more about the avocado’s versatility. I expect avocado demand to further grow by double digits in this country,” says Xavier Equihua, CEO of the World Avocado Organization (WAO).

The WAO was established in 2016 and represents some of the world’s largest avocado producers, exporters and importers, including Mexico, Peru, South Africa and the United States of America. The organization’s primary purpose is to promote and increase the consumption, awareness and value of avocados around the world.

In a move to leverage and strengthen this consumer trend, the WAO is pioneering the marketing of avocados in Europe by launching a major marketing and retail initiative with a particular focus on the UK, France and Germany. This initiative is not only built on marketing efforts but also on large-scale media and influencer relations as well as state-of-the-art social media tactics.

At the heart of the WAO’s large-scale multilingual marketing campaign is a new visual identity for avocados: “Avocado – the Fruit of Life”. With a fresh avocado logo and strong visual language, the “Avocado – the Fruit of Life” branding aims to establish a powerful brand recognition for the already popular fruit. Beyond the logo and slogan, the campaign branding includes all the necessary tools to present avocados as the superfood that they are: from print ads to store display layouts and recipe card examples to online banners. This summer the “Avocado – the Fruit of Life” branding will come to life on the aisles of numerous leading retailers across Europe. Customers in Europe will have the opportunity to immerse themselves in the world of avocados and learn about the variety of ways that they are being used in modern cuisine.

An online cookbook in English, French and German, available on the digital publishing platform Issuu, has been designed to promote the avocado lifestyle to even more consumers. It is the very first e-cookbook that is dedicated exclusively to avocados. From sweet dishes to savoury, the avocado is a stand out ingredient on menus around the world. The cookbook can be found here:

France:
French version of e-cookbook on Issuu

Germany:
German version of e-cookbook on Issuu

UK
English version of e-cookbook on Issuu

The WAO will directly target consumers across key European countries through a holistic communications campaign including media relations, social media and marketing efforts. New, dedicated “Avocado – The Fruit of Life” channels on Instagram, YouTube, Facebook, Pinterest and Twitter are celebrating the taste, versatility and health benefits of the avocado through original content; creating recipe videos, sharing helpful information and having fun around the culture surrounding Europe’s favourite superfood. To amplify the awareness for avocados across Europe and across different target groups, the WAO is supported by the London-based production agency Gh05t and the strategic communications and public relations agency MSLGROUP with their offices in Berlin, London and Paris.

The success of the avocado in the EU, including the UK, is closely tied to the latest trends in the food and lifestyle sphere. “Around the world we are noticing that consumers turn to superfoods such as the avocado,” says Equihua. “For many people, a nutritious and balanced diet that includes avocados is the key for a healthy lifestyle.”

About the World Avocado Organization (WAO)
The World Avocado Organization’s (WAO) primary purpose is to promote and increase the consumption, awareness and value of avocados in international markets. It was established in February 2016 as an international non-profit organisation. Based in Washington, D.C., the WAO represents some of the world’s largest avocado producers, exporters and importers, including Mexico, Peru, South Africa and the United States of America.

The EU, including the UK, is one of the fastest growing markets worldwide and already the second-largest market for imported avocados in the world. It is expected to grow by at least 15 percent per year in the next five years.

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