Dive Brief:

• Avocados From Mexico (AFM) is running a new campaign to encourage consumers to celebrate Cinco de Mayo at home during coronavirus-related lockdowns, the company revealed in a press release.
• The brand's "Homemade Cinco" campaign includes a digital platform with festive recipes that incorporate fresh avocados. The site features a digital wheel that users can spin to randomly select an ingredient to add to their homemade guacamole, then suggests a recipe with that ingredient. The site is connected to e-commerce grocery platform Chicory to directly link users to purchase ingredients and pick up at their preferred local retailer.
• Consumers are encouraged to post photos of their home cooking with the hashtags #HomemadeCinco and #Guacamole and tag @AvocadosFromMexico to be entered for the chance to win cash prizes through May 6.

Dive Insight:

AFM is taking advantage of the Cinco de Mayo holiday to sell avocados by connecting with consumers at home during the pandemic lockdowns. The latest effort is a slight twist on what AFM may have run had the health crisis not forced most people to stay inside during the holiday. It offers avocado and guacamole recipes in a fun and interactive manner that aims to entertain families and drive sales of its core product at grocery stores.

The campaign website is similar to a previous effort in which users could spin to find an avocado-based recipe. The new site for Homemade Cinco​ connects to Chicory to make it easier for consumers to place online grocery orders, removing friction from transactions at a time when many people are looking to minimize their time spent out shopping.

Many people have taken to cooking new items during stay-at-home orders. This campaign encourages people to share their food inspiration ideas on social in exchange for prizes, with AFM's goal of boosting avocado sales around the holiday. In past years, consumers have been able to visit bars and restaurants for Cinco de Mayo, but now, AFM can leverage the current situation and potentially lift sales as it encourages consumers to celebrate the holiday at home.

AFM is known for using digital competitions to connect with consumers and reach new audiences. Earlier this year, the brand teamed up with health tracking app MyFitnessPal to encourage people to eat more avocados. The campaign called on Spanish-speaking consumers to sign up to receive healthy lifestyle tips, recipes and cooking tutorial videos starring Mexican singer Thalía and chef Pati Jinich. The effort allowed the brand to build its database and connect with new consumers through regular content featuring its product.