Avocados from Mexico Reach More Consumers with eat brighter!™
Stephanie Bazan of
Avocados from Mexico explained how eat brighter! is helping them communicate the importance of healthy eating to consumers and see success along the way. Read her story below!
Why did you become involved in the eat brighter! movement?
Avocado education is a key communications pillar for us. By joining eat brighter!, we were able to leverage Sesame Street’s furry friends to engage moms and kids with messaging around the nutritional benefits of fruits and vegetables, including fresh avocados, and their important role in a balanced diet.
What products and materials have you produced as part of the eat brighter! movement?
We have expanded into retail with special bins and displays that appeal to children and their parents. We also joined with Young Minds Inspired (YMI) to facilitate an outreach program to 12,000 elementary schools with high Hispanic enrollment. Incorporating eat brighter! artwork, we are addressing educational messaging around avocados with posters, a teacher’s guide, student activity sheets and a parent letter in English and Spanish.
Through a supplementary partnership with Sesame Workshop, we enlisted Chef Pati Jinich to meet Sesame Street’s Elmo, Cookie Monster and Rosita in the kitchen for a series of videos, including a PSA that was distributed nationwide, in which they share nutritional benefits and fun facts about the avocado. Avo Nutrición features Avocados from Mexico brand ambassador, Maggie Jiménez, to reach this very important target market. Click below to watch one of the videos from our series! VIDEO
What has feedback been like from consumers and participants?
We’ve had impressive results with the eat brighter! materials. The YMI school outreach program materials have received upwards of 10,000 downloads with a reach of more than 1.8 million students, families and teachers. The educational videos — both English and Spanish combined — have been viewed more than 10 million times, generating more than 30.5 million impressions.
Teachers were asked to submit their feedback and we received rave reviews. In fact, 99% rated the program’s appeal to students as good-excellent and 98% rated the program’s educational effectiveness as good-excellent. Comments included:
"Children were engaged and interested!"
"Fun, educational and effective information."
"Thank you — very helpful & appealing to students!
What were your initial goals or expectations? Have you met them?
Our main goal was to reach moms and kids and educate them about avocados, specifically nutrition, as well as proper selection, ripening and storage. Joining eat brighter! was the perfect fit, offering the iconic Sesame Street characters to help us reach our audience and inspire nutritious eating habits.
We have creatively incorporated eat brighter! components into a broad range of our outreach efforts from in-store promotion at the retail level to direct consumer engagement via digital and a school program. In looking at initial results, we are very pleased thus far with the performance of this initiative.