Avocados are taking over London roads, as the World Avocado Organization unleashes its Avocado Fruit of Life-branded buses and black cabs on a grand tour of the city.
The striking and unmistakeable transformation of a favorite British icon will be brightening up journeys for commuters and tourists alike with green goodness akin to the fruit itself and #AvoBus and #AvoCab hashtags for passengers to share photos of their avo-travels on social media. They can also enter an Instagram giveaway to win a gift card and bag themselves a summer’s supply of avocados by tagging @avocadofruitoflife and using the hashtags.
This follows the successful activation of the WAO’s pan-European marketing campaign for avocados, including partnerships with Costco and Tesco in the United Kingdom; Carrefour, Monoprix, Lidl and Costco in France; Edeka in Germany; Bama in Norway; ICA in Sweden; and Costco in Iceland. In addition the WAO has also launched dedicated social media channels for the U.K.’s favorite superfood on Facebook, Instagram, Twitter, YouTube and Pinterest in three languages.
The non-profit organisation was launched last year by Peru, South Africa, Mexico and California origin suppliers in a bid to further educate consumers about avocados. “The U.K. has experienced an avocado craze in recent years and demand for them is growing on a daily basis,” Xavier Equihua, chief executive officer of the World Avocado Organization, said in a press release. “In 2016, Europeans ate more than 400 million kilos of avocados in 2016 and by 2017 we expect to see this increase to a whopping 480 million kilos – a 20 percent increase in just 12 months. We expect 2018 to be even greater with pan-European consumption growing to upwards of 500 million kilos. We want to fuel this demand and respond to U.K. consumers’ curiosity to learn more about the avocado’s versatility. I expect avocado demand to further grow by double digits in the U.K. and other European countries.”
London is one of the innovation hubs of avocados in Europe and the WAO is looking to drive awareness with new initiatives to become even more involved in city residents’ everyday lives. The fruit of life’s rise in popular culture has been nothing short of remarkable in recent years, with everything from socks to pool inflatables being avo-fied; what better place to further its cultural relevance than London’s iconic buses and black cabs?
Avocados From Peru is also taking over the bus wraps of U.S. cities Baltimore, Washington, DC, and Philadelphia.
Source: Produce News