In Canada, the federal and provincial governments have imposed strict measures to ensure the safety of its citizens in response to the Covid-19 pandemic. In distribution, they limit or even prohibit any promotion, whether it be in-store tastings, in-store advertising or online promotions. In the restaurant sector, until very recently, governments required that their doors remain closed to the public, with door-to-door sales becoming their only business.
In this particular context, SOPEXA Canada has rethought the initial retail campaign of Avocats du Mexique with the primary objective of supporting Canadians as well as the agri-food industry. This is how the new “AvoGoodDay” campaign was born, a way for Avocado from Mexico to bring sunshine and energy to the plates and daily lives of Canadians.
To implement it, an unprecedented partnership was initiated with Goodfood, a leading e-commerce player in the delivery service of meal kits. This collaboration enabled Avocados from Mexico to place the product in the hands of the consumer and give him all the keys to understanding the many nutritional benefits of this fruit. To do this, Goodfood devised 3 different recipes based on avocados from Mexico, which subscribers were able to add to their weekly recipe selection. During the three weeks of the campaign, Goodfood counted more than 51,000 boxes ordered containing one of the brand’s recipes.
But the heart of the “AvoGoodDay” campaign is above all based on a solidarity mechanism aimed at giving back to others. Also, among the customers who will have purchased a basket containing a recipe from Avocado from Mexique, 1,000 of them will have the chance to offer a free box to someone in need, whether a friend, a family member or even an acquaintance. A great way to bring a little colour and optimism in these difficult times.
A communication programme to bring the initiative to life
In order for Canadians to hear about this partnership, an outreach campaign has been conducted by both Goodfood and Avocats du Mexique.
For its part, Goodfood used several communication levers: development and distribution of recipe sheets and fact sheets highlighting the nutritional benefits of the fruit, publication of Facebook and Instagram posts highlighting the recipes developed and the 1,000 boxes offered, writing of a newsletter positioning the avocado as one of the ingredients of the month and sending three emails dedicated to the partnership, reaching 1 million recipients across Canada.
In order to complete this communication plan and to support this e-commerce initiative, SOPEXA Canada also orchestrated a campaign of awareness and commitment for the Avocado from Mexico, based on 3 complementary pillars:
- The brand’s social networks made it possible to spread the partnership across Canada, thanks to dedicated posts on Facebook, Instagram and Twitter.
- A partnership program with 11 influencers in Quebec and Ontario generated exclusive content to convey the brand’s key messages to a wider audience.
- With the initiative targeting both trade and the general public, 4 strategic media partnerships were established to create quality media coverage.
Sopexa works alongside its clients to design and adapt its campaigns to consumer expectations and contextual requirements.