Posts Tagged “Super Bowl”
DALLAS – Building on the momentum generated last February, when it became the first fresh produce brand to broadcast an ad during the most-watched television program in the United States, Avocados From Mexico (AFM) is following up with another multi-dimensional campaign for the 2016 Super Bowl, airing on Sunday, February 7, on CBS.
The number-one selling avocado in the U.S. with more than 75 percent of the market, AFM plans to debut this years’ experience during the first break of the game. Last year’s AFM Big Game campaign, “First Draft Ever,” also created by GSD&M, included a TV spot, teaser and social media war room during the game, boosting attention with collaborative support from PR, social and digital media. AFM avocado consumption grew 35% in the 2014-2015 fiscal year, and the airing of “First Draft Ever” was a key element contributing to the growth percentage.
The humorous spot which depicted Mexico’s choice of the avocado during a pre-historic, football-styled “draft” of plants and animals, earned widespread acclaim and consumer engagement, which set the brand up for success and increased demand in the month of February, historically a slower month for avocado consumption. Because of their ability to successfully bring brands to life on a big stage, Austin-based advertising agency GSD&M was chosen once again for creative strategy and production of the Big Game multi-dimensional campaign for Avocados From Mexico.
As it did for 2015, Havas Media will be handling the buying and execution of the Big Game spot, along with supporting CBS properties to surround its debut. “Last year’s groundbreaking Big Game experience was an overwhelming success, as it showcased the origin of the number-one selling avocado in the U.S., taking brand awareness of Avocados From Mexico to the next level,” said Alvaro Luque, president of Avocados From Mexico.
In February 2015, AFM’s Big Game campaign was seen by more than 114 million U.S. viewers, and – coupled with social media and PR support – generated more than 1.6 billion earned and paid media impressions in one week. Engagement for all social media platforms was up 5,400 percent and #FirstDraftEver trended in 27 cities nationwide. “Last year, our Big Game ad and social media support helped fuel the growth of Avocados From Mexico to new heights, and we’re confident this year will do the same,” noted Luque. “More Americans than ever are embracing the many nutritional benefits of this “superfruit,” making this an ideal time to educate consumers that you can buy fresh Mexican avocados 365 days of the year
Avocados From Mexico (AFM) is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico.
Here are nine facts you probably did not know about avocados.
(1)**You can judge when an avocado is ready to eat by squeezing it. Color alone does not indicate if an avocado is ripe. Hold the fruit in your palm and then gently squeeze, being careful not to bruise the fruit. It should be firm, but give to gentle pressure.
(2)**Avocados used to be served only to royalty and were a symbol of wealth. Now, you can enjoy them anytime!
(3)**The most popular avocado is the Hass variety, named after mailman Rudolph Hass from La Habra Heights, Calif. He patented his tree in 1935.
(4)**Avocados can be used as an ingredient in desserts. In Brazil, avocados are a popuklar ingredieint for ice creams and in the Philippines they pur’ee avocados with sugar and milk for a dessert drink.
(5)**To ripen, they have to be plucked from trees. To help ripen an avocado, place it in a brown bag and keep in a cool spot for two to three days.
(6)**During the Super Bowl, there are more than 8 million pounds of avocados eaten across America. And during Cinco de Mayo, there are about 14 million pounds eaten.
(7)**Avocados don’t self-pollinate; they need another avocado tree close by to produce fruit. The avocado is an Aztec symbol of love and fertility and they only grow in pairs.
(8)**Avocados were used as a spread instead of butter when European sailors traveled to the New World. Learning from the past, avocados are a healthy alternative to butter, mayonnaise, sour cream, and cream cheese.
(9)**Another name for the Hass avocado is the Alligator Pear because of its bumpy, green skin and pear shape.
By the time the 2015 Super Bowl reaches the end of the first quarter on Feb. 1, at least 125 million people will have the opportunity to see a fresh produce item advertised along with the top consumer brands in the world.
For the first time ever, a fresh produce item will share the spotlight with nachos, beer, colas and other products that typically fill the advertising space of the National Football League’s annual championship game. This year, a 30-second spot touting Avocados From Mexico will share the limelight. The commercial for Avocados From Mexico, the number-one selling avocado in the United States, is being kept under wraps until it debuts at the end of the first quarter.
Soon after the advertisement airs, Avocados From Mexico will launch an aggressive social media campaign designed to get game-watchers in the Mexico spirit, and will increase awareness that Avocados from Mexico are always in season and pair perfectly with their football celebrations.
In January and February 2015, the amount of avocados imported to the United States is expected to be more than 285 million pounds, with Mexican avocados leading the way as the top importer and the top seller.
Eating guacamole pairs very well with football-watching and there has been promoting of Mexican avocados and guacamole in many different venues including national consumer advertising, in-store displays, in-store radio, in coupons and in public relations efforts. The campaign also is driven by the promotions teams of Avocados From Mexico and the Old El Paso line of consumer product goods, including taco shells and taco-making kits.
One of the most active produce shipping areas in the United States is the Lower Rio Grande Valley in South Texas.
Numerous vegetables and tropical fruits from Mexico are crossing the border at McAllen, Tx and this area is only going to see increasing volume in the years to come. More warehouse space is being build to receive Mexican produce shipments and to act as consolidation and distribution centers.
Perhaps the largest volume item crossing the border – particularly this time of the year – are Mexican avocados, spurred in part by this Sunday’s Super Bowl. It has become a huge snack for people watching this event. This year over 285 million pounds of avocados will be imported to the United States; that’s over 7,125 truck loads!
Another leading item is actually coming out of South Texas. Grapefruit shipments are averaging about 400 truckloads a week, while Texas oranges amount to about half this volume. There are Texas cabbage loads coming out of the Winter Garden District near San Antonio.
Still, most of the produce volume is with Mexican produce shipments crossing the South Texas border. Items range from broccoli to carrots, roma tomatoes, strawberries, raspberries and watermelons, among others.
South Texas produce shipments – grossing about $3200 to Chicago; $2800 to Atlanta.
By Wonderful Pistachios
Wonderful Pistachios announced that Stephen Colbert, Emmy-award winning host and executive producer of Comedy Central’s “The Colbert Report,” will star in two Super Bowl spots for the nation’s leading pistachio grower. This will be Wonderful Pistachios’ second consecutive Super Bowl appearance and will kick-off a new, full-year agreement with Colbert under the campaign theme, “Get Crackin’, America.”
“Since I was a child, I’ve dreamed of working with America’s premier nut company,” said Mr. Colbert. “The fact that it turns out to be the good folks at Wonderful Pistachios is just the pistachio on top of the ice cream sundae.”
As part of the full-year agreement, Colbert and Wonderful Pistachios’ in-house creative agency FireStation will team up to create a series of several spots throughout 2014 highlighting the “Get Crackin’, America” rallying cry. Directed by Emmy-award winning director Tom Kuntz, the commercial spots will be supported by in-store POS, public relations, digital and social media.
“Last year’s Super Bowl spot featuring PSY drove significant brand awareness and incredible buzz among consumers,” said Marc Seguin, vice president of marketing, Paramount Farms, maker of Wonderful Pistachios. “This year, we wanted to extend and deepen that enthusiasm beyond the Super Bowl with talent that excites and resonates with our core consumer target over the full year. Mr. Colbert is the perfect fit for our brand and for this campaign.”