Avocados From Mexico (AFM) plans to give 'huge consumer incentive offers' over September and October in the U.S. to kick off the tailgating season, as the California deal begins to wind down.

AFM's newest campaign, "For the Love of Guac", will see the launch of its first-ever national buy-one-get-one-free (BOGO) offer. 

The promotion will involve the distribution of 2 million BOGO coupons through three different vehicles.

First is a national Catalina in-store coupon targeting consumers of bulk and bagged avocados at the register. Second, website Coupons.com will feature the BOGO offer on its website and digital coupons will also be sent to 5 million Super Saver email subscribers.

Third, a leaflet in the Sept. 18 SmartSource Sunday Newspaper will direct consumers to visit LoveOfGuac.com and print the coupon at home.

Along with the consumer savings, the campaign will also involve in-store radio and innovative merchandising such as the Guac Center pallet bins, which will include other ingredients needed to make guacamole.

"September is full of occasions perfect for avocado consumption, and by offering our retailers a convenient and hassle-free way to run a Guac Month promotion, we can keep avocados top of mind during these key consumption windows," AFM vice-president of trade marketing Maggie Bezart-Hall said.

Further promotions include collaborations with food companies like Tabasco Sauce and RO*TEL.

"We are thrilled to offer consumers our biggest promotion to-date as they get ready to celebrate football season, Hispanic Heritage Month, National Guac day and more," AFM president Alvaro Luque said.

"As an industry leader, AFM always aims to create new reasons to come together and build on traditions for the future."

Photo: AFM

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