The Mexican avocado industry has launched a new campaign aimed at capturing part of the US$65 billion breakfast industry in the U.S. 

In a release, Avocados From Mexico (AFM) said it was launching the 'Avocado Breakfast Club', leveraging the back-to-school timeframe to provide busy moms with easy, nutritious and balanced breakfast solutions that include avocados.

AFM also participates in the eat brighter! movement, which focuses on the nutritional value of fresh produce, in a bid to promote healthy produce consumption amongst children.

AFM CEO Alvaro Luque said the breakfast market was projected to grow in value to US$83 billion in the next eight years.

"With consumers’ increasing concern for nutrition, combined with hectic schedules, retailers have an opportunity to appeal to shoppers by offering more fresh options like Avocados From Mexico that work well for breakfast," Luque said.

The campaign will run from July 18 through August 30, when kids are getting ready to go back to school and adjust to a new routine. Studies show that students who eat breakfast have improved math scores, attendance, punctuality and decreased anxiety, depression and hyperactivity.

AFM said as breakfast was extremely important for children, this campaign aimed to inspire parents to incorporate fresh and nutritious choices, including avocados, into their family’s morning meal.

Avocado Breakfast Club will appeal to shoppers with eye-catching and colorful eat brighter! co-branded bins and POS featuring favorite, furry Sesame Street characters.

The campaign will also be supported by retail specific programming, such as loyalty coupons, ads, demos and display contests, as well as in-store radio and digital/social media.

Supermarket registered dietitians will be provided digital tools to align with the program as well.

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