This August “Wholly Guacamole” brand’s Spicy Homestyle flavor of guacamole will become available in a two-ounce package. Tara Murray, the senior marketing manager for Fresherized Foods, based in Ft. Worth, TX, said the Spicy Homestyle has been “a very successful guacamole flavor in our eight-ounce and 16-ounce trays.”
Wholly Guacamole has long flourished with its eight- and 16-ounce packs of guacamole. But in the year since Fresherized introduced the two-ounce serving of various guacamole flavors, the brand has taken another step forward, according to Murray.
For many consumers, the two-ounce, or “Minis,” became their first purchase of Wholly Guacamole.
Once consumers become acquainted with the product, they are inclined to buy the bigger packs for occasions requiring larger servings.
Fresherized promotes the minis on its website, posting: “100 calorie, portable cups. Peel the lid back a little for an easy squeeze or peel the lid back all the way for delicious dipping. This is an easy guacamole to love. It’s simple guacamole goodness in the convenience of a travel cup. Stays good in your freezer for up to three months.”
While the firm does some consumer advertising, such as free standing inserts, Wholly Guacamole largely relies upon digital media for its consumer promotion effort.
The product now has almost one million Facebook fans. Jennifer Sawyer, who works in marketing and public relations for Fresherized — and is otherwise known as the “Guac Squad Squawker” — is the Facebook representative for Wholly Guacamole. Sawyer and Murray indicated that consistently maintaining the product’s representation is so important that the firm can’t afford to farm that intensive effort out to independent parties.
Murray noted that while the presentation may be critically vital, the presentation does not involve sugar coating. If a consumer happens to have a bad experience with Wholly Guacamole, that consumer might post a photo of brown guacamole on the Facebook page. Sawyer does not remove such photos or any complaints but professionally addresses the matter online for all the public to see.
A solution toward consumer satisfaction is offered online. “We want other fans to see that we take care of our customers. It is a great opportunity to show that this is not what we want consumers to experience, but we care and will make it right.”
About 85 to 95 percent of Wholly Guacamole’s Facebook fans are working mothers like Murray and Sawyer. Overwhelmingly, the conversation on the Facebook page is positive. Recipes are shared by Fresherized — and by consumers. There is consumer dialogue on ways to alter recipes. Murray and Sawyer indicated that they gain ideas from consumers.
The firm offers many serving suggestions — such as serving Wholly Guacamole with breakfast, or use in a wrap or tossing a pack into a lunch pail.
The Facebook page address is facebook.com/whollyguacamole. The firm’s Twitter account is @eatWholly and the website is eatwholly.com.