The Avocado Challenge, hosted through a collaboration between Avocados From Mexico and popular health-tracking app MyFitnessPal, ran in September 2019, October 2019, and January 2020. The campaigns urged those willing to participate to eat 30 or more avocados in 60 days for a chance to win various prizes. Given the popularity of the fruit—"in 2018, avocados were the second-most popular item that MyFitnessPal users put into their food-tracking logs," the Avocado Challenge was met with enthusiasm. It was reported that more than 562,000 MyFitnessPal users engaged in the campaigns, "logging in about 196,000 avocados, per the announcement."
In order to promote this health-focused gamified campaign, Avocados From Mexico tapped Latin superstar Thalía who helped the brands reach the Hispanic youth demographic in the United States.
Image Credit: Avocados From Mexico
Key Themes Behind This Trend
- Gamified Health Challenges
- Businesses can consider partnering with health-tracking apps to promote gamified campaigns that challenge customers to engage in healthy habits for a chance to win various prizes.
- Influencer Marketing for Niche Demographics
- Partnering with niche influencers like Thalía can be an effective way to reach specific demographics and increase campaign engagement.
- Food Logging and Tracking
- Businesses can leverage the popularity of food-tracking apps like MyFitnessPal to increase customer engagement by creating food challenges or partnering with influencers for promotion.
Where This Applies
- Food and Beverage
- Food and beverage companies can promote healthy consumption of their products through gamified challenges in partnership with health-tracking apps.
- Fitness and Wellness
- Fitness and wellness companies can partner with food and beverage companies to promote healthy habits and increase customer engagement through gamified challenges in health-tracking apps.
- Marketing and Advertising
- Marketing and advertising companies can leverage influencer marketing to reach niche demographics and increase engagement in gamified campaigns within health-tracking apps.
