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Avocado supplier Avocados from Mexico (AFM) has inked a cross-merchandising deal with Heineken International and its namesake and Tecate beer brands via the "Grills Gone Loco" barbecue-themed summer promotion, which pairs AFM avocados with the beers. Running through June 20, Grills Gone Loco is supported by digital and social media promotions, in-store radio ads and coupons.
“Behind the ‘big game,’ family celebrations are the second most-popular avocado-serving occasions, and the summer season is all about friends and family gatherings and backyard barbecues,” said Maggie Hall, AFM VIP, trade and promotion. “Through the creative avocado bins made to look like a grill and cross-merchandising with Heineken [and] Tecate, we are catching those shoppers preparing for their summer gatherings and reminding them to include the always-in-season Avocados from Mexico in their celebrations.”