How Avocados From Mexico is supporting Super Bowl promotions

Overview of avocados from Mexico in the U.S. market, complemented by charts from Agronometrics. Original published on December 12, 2023.

If you plan to include avocados for your Super Bowl party, chances are they’ll be coming from Mexico.

In fact, Dallas-based Avocados From Mexico puts the odds at about 96%.

The trade organization recognizes the dominance of Mexican avocados during this time of year and goes all out to help retailers score big returns by promoting the fruit. In 2015, AFM became the first produce brand to advertise at the Super Bowl, said Stephanie Bazan, senior vice president, commercial strategy and execution.

“Since then, Avocados From Mexico has launched nine Super Bowl marketing campaigns to stay top-of-mind during the top occasion for avocados and guacamole, including eight Big Game ads,” she said.

“We made the decision to build our brand story over time in the biggest advertising stage and leverage our Super Bowl ads as a catalyst to multiply our brand footprint through an omnichannel approach,” said CEO Alvaro Luque.

AFM’s national marketing campaign is designed to drive demand for bulk and bagged avocados and help retailers get ready for the Big Game, Bazan said.

Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

This year, AFM has partnered with Jesse Palmer, a former NFL quarterback and a food and reality TV star, “to encourage shoppers to host a Better Bowl — a game-day viewing party made better with plenty of guacamole,” she said.

As part of the promotion, AFM is offering rebates on bulk avocados and branded Avocados From Mexico bags along with prizes, recipes and hosting tips from Palmer.

Consumers who purchase Avocados From Mexico-branded avocado bags featuring Palmer or who purchase four bulk avocados can receive a $1 rebate and a chance to win prizes like personalized Palmer footballs, she said.

The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.

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