Former New Orleans quarterback Drew Brees will star in Avocados From Mexico in the National Football League’s biggest game of the year on February 13th at SoFi Stadium, Los Angeles. The group’s 30-second television spot and play the feature role in consumer retail promotions.
After its absence from Super Bowl ads for 2021, Avocados From Mexico has announced it again will be a part of the select group of advertisers for the Super Bowl in February 2022.
The brand, which has previously had six “Big Game” television advertising campaigns, will produce a 30-second spot on advertising’s biggest night and execute a 360-degree integrated campaign to support the No. 1 consumption period for avocados, according to a news release.
With nearly 2.5 billion avocados imported from Mexico every year, the Super Bowl remains the No. 1 occasion for avocados and guacamole, according to the release. During the Feb. 12-13 Super Bowl weekend, AFM is responsible for 95% of avocado sales in the U.S., according to the group.
“The Big Game has always been an effective way for us to connect with avocado-obsessed consumers,” AFM president and CEO Alvaro Luque said in the release.
“Not only did we first introduce our brand seven years ago at the Big Game, but we’ve innovated year after year to continue to engage and excite avocado fans.”
For this year’s Super Bowl, Luque said AFM will launch what is expected to be the most sales-effective campaign ever from the group. The campaign will integrate shoppers, digital and the brand, he said.
“I’m proud of the brand we’ve built from the ground up – a highly visible brand in a brandless category,” Luque said in the release.
“This next ‘Always Good’ evolution will allow us to take the brand even farther – driving even more innovation, more digital focus and more ways to truly connect with consumers’ hearts and minds, because AFM really does spark good times all the time.”
Along with a highly visible TV ad and breakthrough digital execution, AFM said the integrated campaign will include a national shopper program featuring Brees to get fans ready for the ultimate “Guac Zone.”
With the promotion, consumers can connect directly with Brees when they scan the QR code on the Avocados From Mexico Big Game displays, according to the release.
Beginning in January, the QR code will lead consumers to the “Get in the Guac Zone” digital landing page where they have the chance to win a $100,000 Smart Home Makeover and get a digital selfie with Brees.
Brees said Nov. 3 that his family loves avocados.
“We use (them) for a lot of different things as we cook and prepare meals around the house, and we always trusted avocados from Mexico,” he said.
Brees said he has always been a big fan of the Avocados From Mexico brand.
“When the opportunity came to work with them, I was really excited about that,” he said, promising great consumer promotions and incentives for retailers with the Super Bowl campaign.
In just seven years, AFM has doubled the volume of Mexican avocados imported to the U.S., more than doubled the brand preference during the same time period, and the brand is on track to continue this impact, according to the release.
This year’s decision to return to the Super Bowl comes as AFM announces some big, bold brand updates, alongside a digital overhaul of the brand look and feel with a refreshed brand logo and even a new avocado color.
With recognizable brand assets such as the memorable jingle, “Avocados From Mexico” – AFM has now added “Always Good” to its logo and revamped its look, according to the release.
The brand has created its very own color – “avocado glow” — a unique yellow-green gradient color consumers see when they open a perfectly ripe avocado.
AFM will now showcase how the fruit is “Always Good.” Avocados boast great taste, nutrition (good fats and nearly 20 vitamins and minerals) and fun times, the release said.