Avocados from Mexico (AFM) has announced a national partnership with hot pepper sauce maker Tabasco to promote sales during Cinco de Mayo celebrations.

As part of the Fiesta Del Fuego campaign, the promotion is designed to increase consumption by providing recipe recommendations for meals and snacks that can be prepared with Mexican avocados and the sauce.

"We strive to provide our retail partners with innovative and impactful campaigns, which often include strategic partnerships like this one for Fiesta Del Fuego," said AFM vice president for trade and promotion, Maggie Hall.

"The campaign is fully integrated with both brands supporting its promotion, which makes it resonate even more with consumers at the retail level."

Running from April 4 to May 5, one highlight of Fiesta Del Fuego is the consumer sweepstakes whereby four grand prize winners will receive US$5,000 for an outdoor party prize pack.

In addition, six secondary winners will receive a $525 grocery gift card and a Tabasco grilling kit. Consumers can build their own virtual guacamole and enter online at avofan.com as well as find recipes to put the flavor in their fiestas.

"In the U.S., Cinco de Mayo has grown into a widespread celebration of all things Mexican, especially the food and drink,” said Avocados from Mexico president Alvaro Luque.

"Pairing two category leaders – the always in season Avocados From Mexico and Tabasco® – creates a strong and recognizable partnership as well as the perfect dishes for celebrating Cinco de Mayo with family and friends."

To support the promotion, AFM has designed a number of eye-catching co-branded in-store bins as well as joint displays that conveniently hold both products along with unique signage – all meant to inspire shoppers to create flavorful Cinco de Mayo recipes.

In addition, the bins incorporate AFM’s ongoing educational messaging with basic knowledge about avocados. Other promotional activities include consumer savings, digital/social media support, in-store radio and trade print advertising and publicity.

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