Marketing National Produce Southwest

Avocados From Mexico Reveals Brand Spokesperson With Hispanic ‘Echale’ Promotion Launch

AFM Maggie J.

Avocados from Mexico (AFM), the No. 1-selling avocado in the U.S., has named Maggie Jiménez as brand spokesperson in its first ever Hispanic campaign, “Echale.”

Jiménez is a professional host, celebrity chef, lifestyle expert and mother, regularly hosting a cooking segment on Univision’s “Despierta América.” As a professional host, celebrity cook and Hispanic lifestyle expert, Jiménez has promoted the importance of healthy eating habits and fun, flavorful food with brands such as Got Milk? and Kraft for more than 20 years. She is a fixture on Univision, regularly appearing with cooking segments on “Despierta América” and as a co-host on “Fashionometer.”

AFM’s “Echale” campaign coincides with the launch of its new Hispanic website, The site features the “Mi Avo Club,” an online community where Hispanic avocado fans can connect with exclusive promotions, recipes, tips and lifestyle content. To generate awareness and excitement around the launch of the website, consumers who sign up for the “Mi Avo Club” will be entered for a chance to win a new tablet. Additionally, everyone registered will receive a complimentary e-reader from Jiménez featuring exclusive recipes. Avocados from Mexico will be launching a digital and mobile campaign on key social platforms targeting the Nueva Latina in an effort to generate awareness and sign-ups to the Mi Avo Club.

“We’re very excited to be launching our ‘Echale’ campaign and partnering with Ms. Jiménez,” said Stephanie Bazan, AFM’s Hispanic marketing director. “The concept of the ‘Echale’ campaign is to motivate the Nueva Latina to ‘add’ avocados to her meal occasions and also serves as a very positive message to the Hispanic community about giving your all. ‘Echale’ allows the brand to connect on an emotional level with the Nueva Latina who is dedicated to her children and family and wants to only provide them with the best. Avocados from Mexico is a bridge that allows her to connect with her family and maintain tradition and heritage, which is so important to her.”

Dallas, Texas-based AFM has developed in-store promotional elements supporting its new spokesperson and the increasing demand for avocados that retailers are seeing from their customers. These efforts will be concentrated in key Hispanic accounts in top Hispanic markets this spring.

About the author


Kristen Cloud

A former newspaper editor and publisher, she once enjoyed leisurely perusing the grocery store aisles but, since having a baby in 2016, she is now an enthusiastic click-and-collect shopper.

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