Avocado Nation allows avocado aficionados everywhere to watch videos by AFM’s premier content partners, browse the brand’s debut sportswear collection, and earn rewards for purchasing avocados through AFM’s new loyalty program. Users can also check out everything from avocado recipes to avocado tips and tricks. At the core of AFM’s new creation is a desire for data, the precious entity once procured by cookies. But as cookies continue to crumble, brands have begun turning inward for their own methods of connecting with the consumer. As such, AFM will use Avocado Nation to analyze interactions within the platform and personalize engagement according to each individual consumer. This will then feed into the platform’s algorithms, allowing it to offer better predictions and recommendations as it gets to know the user. The platform is also proof that “avocados have transcended from being a delicious fruit to now being seen as a pop culture icon“.
Even before the crisis, consumers constantly craved content. When the pandemic hit, that craving skyrocketed, as observed in Gartner’s Digital IQ Index: Food & Beverages. By cooking up its own content, AFM can tap into an already curious audience of avocado lovers. Additionally, the platform offers instructions for recipes in both English and Spanish, an especially smooth move since Hispanic consumers have long been labelled the “next big opportunity” for marketers.
Though an entire platform dedicated to a piece of fruit may seem, well, fruitless, if your brand boasts a cult-status product, why wouldn’t you dedicate a digital asset or two to it?