Brief:

• Avocados From Mexico is challenging users of health tracking app MyFitnessPal to eat more avocados in a campaign starring Mexican singer Thalía, per a company announcement. The avocado marketing organization set up a Spanish-language microsite where people can register to participate.
• By submitting an email address and mobile number to sign up for the "Cooking Healthy with Thalía" experience, avocado fans can engage with the program via SMS, email and voice messages that offer healthy lifestyle tips and recipes. Subscribers also can see cooking tutorial videos showing Thalía and chef Pati Jinich testing recipes with avocados.
• In September, October and January, Avocados From Mexico targeted MyFitnessPal users with campaigns that urged them to eat 30 or more avocados for a chance to win prizes. Avocados in 2018 were the second-most popular item that MyFitnessPal users put into their food-tracking logs. More than 562,000 MyFitnessPal users have participated in the campaigns, logging about 196,000 avocados, per the announcement.

Insight:

Avocados From Mexico's collaboration with Thalía extends a campaign that's notable for getting people to log their avocado consumption on MyFitnessPal, the nutrition-tracking platform that sportswear company Under Armour acquired for $475 million in 2015. MyFitnessPal provides the company with a vast trove of data about the eating and exercise habits of millions of health-conscious consumers. Under Armour has leveraged that information into publicity campaigns, such as last year's insights on the eating habits of Americans during Thanksgiving. By teaming with MyFitnessPal, Avocados From Mexico is reaching a target audience of mobile consumers who are conscientious about healthy eating, giving the organization valuable insights into key customers.

The campaign also is significant for the collaboration with Thalía, the Latin superstar with millions of followers across social media. That massive following has supported Thalía's influencer marketing efforts in a variety of product categories. Her lifestyle brand Thalía Sodi ​— which is operated in a partnership with brand management company Authentic Brands Group — sells fashion, footwear, jewelry, beauty products, fragrances and home decor. As a spokesperson for Avocados From Mexico, Thalía can help to reach an audience of U.S. Hispanics whose youthful demographics has translated into bigger spending on mobile services. The average Hispanic household spent $1,313 a year on mobile services, compared with $1,125 for non-Hispanic households in 2018, per eMarketer data.

Avocados From Mexico's campaign follows recent efforts that combine traditional media with digital platforms. The marketing organization for avocado importers and sellers last month ran a Super Bowl commercial for the sixth consecutive year. The campaign included a gamified experience using blockchain technology, which keeps track of encrypted transaction records. Fans who created a digital wallet from the AFM Big Game website were awarded digital tokens for completing actions like sharing news about Avocados From Mexico on social media. Collecting the tokens increased their chances of winning a prize.