Avocados From Mexico (AFM) is encouraging fans to have a homespun Cinco de Mayo this year. The brand’s “Homemade Cinco” campaign includes digital and social media features to reach customers at home during Coronavirus-related lockdowns. On the brand’s website, fans can spin a digital wheel to get a unique ingredient and a corresponding guacamole recipe from a famous chef. AFM partnered with grocery platform Chicory for the campaign, which helps users find ingredients nearby for their guacamole recipes. Those making guacamole at home are encouraged to share their pictures on social media using the hashtags #HomemadeCinco and #guacamole. Fans that include the hashtags and tag AFM can win cash prizes, including a grand prize of $500.
Hosting a digital, interactive campaign helps AFM stay connected with consumers during the pandemic. By partnering with Chicory for grocery delivery, the brand is making it safe and convenient for customers to celebrate the holiday by minimizing their time spent at the grocery store. Encouraging consumers to make their own guacamole at home—as opposed to buying it at a restaurant—could help the brand leverage avocado sales for the holiday. Additionally, AFM is sharing guacamole recipes on its website and Twitter, as well as hosting cooking lessons on Zoom on Cinco de Mayo. Using hashtags and recipe content on social media can help AFM increase its audience interactions, according to a Gartner report, which have become particularly important for food brands to maintain during the pandemic. While many food industries have faced economic challenges or supply shortages during the crisis, avocado production has continued unimpeded, providing AFM with ample opportunity to connect with consumers where other brands cannot.
At-home celebrations of Cinco de Mayo will be this year’s standard, but with AFM’s interactive campaign, fans could happily commemorate the holiday at home and with a chef-approved bowl of guacamole.